If you think that's a testimonial... go walk the dog before he messes on your rug.

Specificity sells—especially in testimonials.

"In just one day your advanced formula Prostate Shrinker increased my urine flow by 86% and the size of my erection by seven inches—and now ol' Henry is so hard I can break a pile of bricks with it! And, I've also got two new girlfriends. Shawna is 27 years old and Megan is 23. Not bad for an 86 year old, huh! And it's all due to your advanced formula Prostrate Shrinker. And last week I also won the PowerBall Lottery. I won $52 Billion! Thanks Prostate Shrinker!" – Dr. John Holmstead, retired urologist, Rapid City, IA

Now that's a testimonial! (But it's gotta be true—and not written by you!)

Consumers are bombarded with sales pitches morning, noon and night. By one estimate, the average consumer sees over 30,000 advertisements, in one form or another, during the course of a day. Granted, only a handful are registered on the brain and vaguely remembered.

Nevertheless, consumers today are jaded, cynical, skeptical, and right now they’re running pretty low on money. And because there's nothing new under the sun, the only way you'll convince them to buy Brand X (especially sight unseen) from you... is to present them with glowing recommendations from regular people, just like them, who have absolutely nothing to gain by touting the success of your product or service.

So if you don't have testimonials—a bus load of them—go get 'em before you start barking at the moon.

--Barry

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