January 25, 2002, Newsletter Issue #10: Testimonials

Tip of the Week

Why Use Testimonials in Advertising?

A testimonial is a very powerful tool to use when writing ads. Not all ads require them, as often thereīs no room or itīs not really necessary. But, if you are selling a product from websites, direct mail and other mediums where thereīs sufficient space for details use testimonials. If itīs a new product and you are testing it, then genuine testimonials may not be possible. 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. Itīs 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.

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