Unless you're selling chewing gum or soda pop, long copy will outsell short copy without fail. If someone has bought bird seed from you, chances are they'll buy a bird house, or an informative book about birds, or a videotape. Repeat sales are vital to your bottom line. And if you've served them well, your past customers are the hottest prospects available to you. The Internet is the perfect medium for this.
Good testimonials serve to calm the prospect's fears.
Plus, things can be said about you in testimonials that you couldn't get away with saying about yourself. Pepper them throughout your website and your E-zine. Without one, your marketing will tend to sound like everyone else's. They have been tried, tested and improved upon since most of our great-grandparents were in diapers. The Internet is a young medium with its own peculiarities and requirements.