I've seen both approaches work well, and success of presentation depends, in part, on skill of writer and specific nature of piece. But, all else being equal, I prefer first approach: to group all your testimonials and present them as a single block of copy. This can be done in a box or on a separate web page. My feeling is that when prospect reads a half dozen or so testimonials, one right after another, they have more impact and power than when testimonials are separated and scattered throughout piece.

6. Get permission. Make sure you get permission from your customer to reprint his words before including his testimonial in your copy.

I suggest that you send an email quoting lines you want to reprint and ask permission to include them in ads, web copy, and other materials used to promote your firm. Notice I'm asking for a general release that gives me permission to use customers quotation in all current and future promotions, not just a specific ad or letter. This lets me get more mileage out of his favorable comment and eliminates need to ask permission every time you want to use quote in a new ad or letter.

7. Soliciting Testimonials. If your customers don't send you emails of praise (and many won't), then you can ask them to give you a testimonial. How? Simply send an email to your customers who are happy with your product or service and ask for their comments. Heres a sample letter (feel free to copy or adapt it):

Mr. George Drake Dear George,

I have a favor to ask of you. I'm in process of putting together a booklet of testimonials-a collection of comments about my services, from satisfied clients like yourself.

Would you please take a few minutes to give me your opinion of my consulting services?

There' no need to dictate a letter. Just email me your comments. If you want to you can just reply to this email.

I look forward to learning what you like about my service, however I also welcome any suggestions or criticisms, too.

Many thanks, George.

Regards, Albin Dittli

P.S. WE APPRECIATE YOUR PERMISSION TO QUOTE FROM YOUR COMMENTS, AND USE THESE QUOTATIONS IN ADS, WEB COPY, BROCHURES, MAIL, AND OTHER PROMOTIONS USED TO MARKET YOUR SERVICES

Note that I am asking for an “opinion” instead of a testimonial, and that I urge George to give me criticisms as well as positive comments. In this way, I'm not just asking for a favor, I'm getting information that will help me serve my customers better in future. Thus, I'm not only one who profits; we both do.

If you solicit testimonials from your satisfied customers, and you always get permission to use any unsolicited testimonials that people send you, you will soon build a thick testimonial file. Because you have gotten people to give you a “blanket release” to use their comments any way you choose, you can use these testimonials in any or all of your marketing materials, from ads and sales letters, to catalogs.

Always give a list of your full testimonial file to any ad agency, copywriter, or marketing consultant you hire. It will be tremendously helpful to them when they create ads or web copy for you.

With wise use of testimonials you can increase your credibility. And with your increased credibility you should have an increased sales conversion rate.

You may freely distribute this article, post it to your or other web sites (where permitted), and publish it in an ezine, as long as you keep resource box as is with article.

Are there various styles or sizes? What’’s price difference? What features/accessories come with system?

This is one time to focus on benefits, to make yourself available for questions, and to direct your site visitor toward your product/service.

Step Three - Evaluation - Eliminating products/services/companies and deciding who’’s best. After you’’ve gathered a good bit of information, you’’ll begin to weed through product brands and companies to determine which one you will actually buy.

A site visitor in this stage will likely come to your site for additional information, to find answers to questions he/she came up with since last visit, or to double check facts and figures.

This is a good time to not only focus on benefits, but also to have customer service, warranty, price incentive, and other information available.

Step Four - Purchase - Actually buying your product/service. Finally! After all this time, customers are ready to buy! Support their decisions by making your ordering process and shopping cart quick and simple to use.

Step Five - Buyer’’s Regret - Wondering if they made right decision. This is where money-back guarantees can save you! Most people simply need reassurance that they *can* get their money back if need be. Especially with high-ticket items, buyer’’s regret is common. Reinforce their buying decisions by letting them know they can contact you with any problems they have. So, as you can see, even though every stage in process is different, same exact keyphrase could be used to search ‘‘Net for information. Create your site to accommodate every step in buying process. Don’’t assume that - just because someone typed your keywords into a search engine - they are automatically ready to buy.