General marketing Tips on product testimonials Use real testimonials. They have that genuine 'ring' to them. Don't 'polish' or edit to an extreme. Let the testimonial speak for itself. If possible, add credibility by including a name, email address or URL, your customer's state or province of residence, or even the customer's company name, job title, etc. Longer testimonials often have more 'impact' than short ones. Many testimonials can easily be edited to read: '...truly amazing...' '...gorgeous...stunning...' On the other hand, a longer testimonial can be far more persuasive: 'I was initially reluctant to order any type of jewelry online ... but I was thrilled when I got my bracelet! It's gorgeous, one of the most stunning pieces I own. Thank you so much for your wonderful catalog, and for your excellent service. I'll be back!' Use specific testimonials, whenever possible. Details make a much 'stronger' or more persuasive testimonial. For example, 'I love your book!' is not as effective as: 'It's been six months since I purchased your highly motivating book. I started a new exercise program that I've stuck to now for five months and at 46 years of age, I have never been more fit in my life. I feel great, and as an added bonus I've even lost 10 pounds. Thank you so much. I love your book!' Don't be shy to seek and display testimonials -- they're a valuable asset for marketing your business, and they help to convert prospects into paying customers. Source: "How to Get and Use Testimonials" (C) Copyright 2002, Angela Wu. Angela is the editor of "Online Business Basics," a practical guide to building a profitable Internet business on a shoestring budget. In just one year, she was able to quit her job to focus exclusively on her online business! Find out how she did it - visit http://onlinebusinessbasics.com/article.html.