to call.   Cordially yours,       David Frey   Thanking your customer always tends to improve your rapport and solidify your relationship. Besides, its common courtesy.   How To Use Customer Testimonials Once You Get Them   Its not enough to receive customer testimonials. Knowing how to use them in your marketing activities is what makes the difference. The following are seven ideas you can use to implement testimonials into your marketing program.   Idea # 1 - Create a "What People Are Saying" report. I once heard the story of an independent consultant who, after proposing on a project, was asked for his resume. Instead of sending his resume, he made copies of all the testimonials people had sent him (hundreds) and put them in a shoe box and sent them to the company. Needless to say, he got the project.   Create your own "What People Are Saying" report by putting copies of your best testimonials together in a booklet and giving them to prospects. This will become a very powerful marketing tool for you.   Idea # 2 - Put testimonials on your website. Scatter testimonials from customers all over your website. Many webmasters make the mistake of creating a testimonial page and putting all the testimonials one page. Place testimonials wherever you make bold claims. If you have testimonials pertaining to a specific product, place those testimonials under that product.   Another great area to place testimonials on your website is on the right and left borders. They will be a constant reminder of your credibility. If you have a sign-up page of any sort, consider including a testimonial that talks specifically about what you are asking your visitor to sign up to, whether it be your newsletter or access to special information. Idea # 3 - Always include a testimonial in your advertising. Youll never see an ad for a weight loss product without a testimonial. Why? Because those advertisers know that people are skeptical of all ads (not just weight loss ads) and testimonials overcome skepticism more than any other marketing tool.   Idea # 4 - In every direct mail piece you send, include a one or two page full of testimonials. This gives automatic credence to whatever offer you are sending. You can make the testimonials a part of the sales letter but from my experience, sending loose leaf pages of testimonials make a persuasive statement.