Let's say you want to take your spouse out to a nice

restaurant. You read the 'dining' column of your local

newspaper, and ask family or friends for recommendations.

What they're doing is 'endorsing' a restaurant: 'That was

the BEST scampi I've ever had!' is a testimonial to how

delicious the food was. You consider their recommendations

because they've *had experience* with what you're looking

for.

The same principle works online. Glowing testimonials from

happy customers can be a powerful enticement to prospective

customers. Similarly, a personal endorsement from you can

have a significant impact on your sales. Here are a few

tips on how to use testimonials ...

=== Send a personally endorsed ad to your newsletter

subscribers. Your loyal subscribers know you and

trust you. You can use this for any type of product,

whether it's your own, a colleague's, or an affiliate

product. Remember to be selective about what you

endorse; you're putting your name to it. Try sending

a solo ad to your list and compare the results against

an endorsement in your editorial space.

=== Buy a solo ad from an editor - and use his or her

testimonial within the ad. This may help to increase

response rates, since the readers (hopefully) know

and trust their editor. One way to get a testimonial

from her is to provide her with a free copy of your

product and ask her to review it. If she likes it,

she'll let you know. If she doesn't, then at least

you'll get some constructive feedback.

=== Do you sell an affiliate product? Post a personal

testimonial on your website. Create a sales page

specifically about that one product. Tell the reader

how the product has helped you and why you like it.

Be specific. Detailed testimonials are far more

convincing than a bland, "It's great!". HOW is it

'great'?

=== Use testimonials about your own product on your website

and in your promotional material. Create a few different

sales pages and test which one gives the best response.

Is it the page where you group your testimonials

together for 'high impact'? Or is it the page where

testimonials are placed strategically throughout the

sales letter?

It almost goes without saying that you should always use

real testimonials - they have that 'ring of truth', a

sincerity that shines through. Make sure all your

testimonials are verifiable by posting an email address,

phone number, or other contact information alongside them.

And, of course, ask permission to use them within your

sales material. If you would like a template to help you

write a request for permission, try the Instant Sales

Letter package at http://buildyourhomebiz.com/instant.html .

It may take some work initially ... but it's well worth

it. Your 'file' of testimonials is a wonderful way to

showcase your product, establish credibility, and improve

sales.

Angela Wu Angela is the editor of Online Business Basics, an

exclusive newsletter for eBusiness beginners. OBB features

ongoing tutorials on how to build a profitable Internet

business on a shoestring budget. Find out how you too can

join the thousands quietly earning a living online:

http://www.onlinebusinessbasics.com/article.html.