3. Identify person giving testimonial Ideally, use a full name and title, not something generic like "Happy Customer". Also, you get bonus credibility if you put real contact information so your web site visitor can actually reach person giving testimonial. Usually, visitor won't bother, but they want to know that they could contact that real person and confirm story.

4. Put testimonials throughout your web site It is OK to have one page with all your testimonials, but you can't guarantee that a visitor to your web site will go to that page. Put one or two testimonials on each page throughout your web site.

- Weasel Words: These are words that are tossed into a sentence that change actual meaning of sentence while leaving an impression that is different.

- Dangling Comparative: This is a statement that seems to be comparing one thing to another, but in actuality never actually states what thing being compared is being compared to. What generally happens is that comparison is left up to audience to complete.

- Complex Question: A complex question is one that appears to be asking for a yes or no answer, but is in reality two yes-or-no questions that are usually contradictory. No matter how you answer, you can't win.

- Buzz Words: These are words that seem to say something, but don’t. They are extremely popular in advertising.

- Guilt by Association: This is when you attribute characteristics to someone or something based merely on society they keep.

- Self-Definition: This is using a word that you expect your audience to define one way, but you mean it another way when you use it.

By using Ogilvy’s magic words and avoiding use of fallacies, you’ll be on your way to advertising that sells - without alienating your audience.