Your testimonials should say the person's full name and city/state if at all 

possible (on my web sites you'll notice I use web site addresses since my 

customers are web businesses).   

If you have them available, you can even use pictures.  A picture of the 

customer beside their testimonial increases the credibility.  Before and after 

pictures are especially effective for weight loss type of offers.   

If you have recorded testimonials, you can turn those into Real Audio files.  

Post them to your web site and put a link beside the written testimonials that 

visitors can click and hear the testimonial in your customer's own words. 

Direct Response Mistake #5   No Guarantee 

Buying anything is risky.  Buying online is even more risky.  You're buying 

a product unseen and you probably don't know much about the person or 

company you're buying from.  

So take out as much of the risk as possible for your customers.  Offer them a 

full money back guarantee for as long of a period as possible 90 days, 180 

days, one year, etc.  

You take all the risk.  In most cases I even call this a  trial.   If for any 

reason they try out the product and don't like it, they can return it for a full 

refund.  No questions asked.  They don't have to decide today.  Purchase it, 

test out the techniques, and then decide if it's right for you or not. 

You should be taking all the risk for your customers and offering a full 

money back guarantee. 

Yes, sometimes you will get burned.  People will buy your product and copy 

it.  Or they may buy a digital product from you, copy it, and then ask for 

their money back.  That kind of jerk is out there.  They are only a very small 

portion of your business, and the increased sales from the guarantee more 

than makes up for them. 

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