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A testimonial is a very powerful tool to use when writing ads. Not all ads require them as often there's no room or it's not really necessary. But if you are selling a product from websites, direct mail and other mediums where there's sufficient space for details use testimonials. If it's a new product and you are testing it then genuine testimonials may not be possible. But try and get some ASAP from delighted customers. New and unknown products will benefit from testimonials.
A testimonial is what someone else says to endorse your product or service. It's a positive statement saying how and why your product helped them. Self praise is not always convincing but something powerful happens when a selection of people add their name, other details and even a photo along with a genuine compliment, next to your product or service.