Testimonials are a powerful tool in the sales letter arsenal because they can make a connection between two people – one who is mulling over buying your product, and another who is satisfied that it does everything you promised it would. The fact that they are persuasive isn't lost on many of your readers, however, so take the time to keep your carefully collected written testimonials from sounding like you made them up.
Real testimonials use real names
Privacy is a growing concern today, but if someone is willing to take the time to write a testimonial about your business, then surely they are willing to identify themselves to your readers as well. Not every customer is going to want his or her full contact information put in your sales letter (although if one offers, think twice before turning them down!), but the bare minimum information for keeping the testimonial credible is a full name, city, and state.
Here are two other points to consider:
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Initials, like “Mary M.” and “J.K.,” could be anybody at all. If you can't get your customer to allow use of her full first and last name, consider looking for another testimonial.
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Include a picture of the happy customer, so your readers have a face to look at and make a personal connection with.
Testimonials provide your sales letter with credibility, as long as they have it themselves.


