If you'd like to make your testimonials up to 1000% more effective -- adding to your sales pitch in ways you could only dream of before -- then here's all you have to do:

Take all the main reasons, benefits and features of doing business with you, and write them on a piece of paper (in a list).

For example, let's pretend you own a dry cleaning shop. And let's say the main benefits, features and reasons of doing business with your dry cleaning shop are:

* You offer the lowest prices on the planet

* You give same day service

* You offer a $50.00 gift certificate at McDonalds with orders of $300.00 or more

* You're right in the center of town, in an area that's easy to find with ample parking space

Now, what you do is you take the testimonials where one of these benefits is already mentioned or alluded to, and then zoom in on just that one thing, cutting out everything else in the original testimonial.

Like this:

"Wow Charlie! I've haggled with every dry cleaner in Northern Illinois, but since you easily offer the lowest prices in town there was no need to argue with you or threaten you at all.