Recently a sales letter came across my desk for me to critique. This letter was excellent in almost every single way, except for the way the testimonials were positioned on the page. Maybe that seems like a small detail, but it's not. In fact, it can actually make a huge difference in your response.

Here's why:

This letter, while excellently crafted, had testimonials sort of tossed in there, randomly. You know, where there'd be a paragraph or two, then a testimonial. Another couple paragraphs, then a testimonial. Only problem with this is that it totally interrupted a sales pitch that was captivating and interesting to read. The testimonials were actually kind of annoying to look at, because they were in the way.

Now, look, I realize everyone has a different opinion on this. And if you