Dana on Marketing Messages: Behaviorial Triggers Work

How can printers use it? Testimonials! They're really, really powerful. Make them even better by having a testimonial come from someone as close to your prospect as possible.

Harhut also suggested we have the testimonial start out where the skeptical prospect is. On the Website of a local women's health club, she read, "I was a little skeptical at first, but I tried it and what a great workout..." The online grocer Peapod used this principle with this message: "Find out why so many of your neighbors use Peapod."