Testimonials are an important part of any sales letter. Testimonials are types of social proof, which may help buyers trust a product more. Although some people have become suspicious of testimonials, they can still be extremely important in convincing other people to buy.
But getting testimonials can be difficult. In general, people are lazy. They don’t usually provide feedback unless it’s negative, or unless you ask for it.
You shouldn’t offer money as an incentive for people to offer testimonials, because then they become “paid testimonials.” People tend to distrust testimonials that people are paid for, because some people are perfectly willing to lie about a product if they’re paid to do it.
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