What I mean is, say No to having customers write their own testimonials.

Merely collecting testimonials is lazy and only mildly effective.

Here’s why I say so…

Customers who offer testimonials do so with good intention. Very often, however, they get too busy. They are “stuck” about what to say. They don’t know “how to start.” As a result, it gets put on the back burner.

This happens way too often and represents tremendous loss of opportunity.

You should ask for the testimonial after a brief conversation or, better yet, after a short interview.

The Power of Three refers to three words, three phrases or three sentences in a row.

Sounds simple, right?

I’m not so sure.

Knowing how, where and why to use a Power of Three is critical.

Even after good instruction, I’ve seen it used very ineffectively. It can actually reduce the power of your copy rather than powerfully enhance it.

Here’s what I mean…

If it looks too creative, if it appears too “on purpose,” if it becomes overused, then it’s detrimental.