It's easy for any Web marketer to put up page after page of "testimonials" if they're signed by the likes of...
Joe Smith
President, AnyCorp, Inc.

or

Betty Jones
Maple Town, Illinois

After all, you just can't trace these people. So don't trust testimonials like that. But when a testimonial includes the person's e-mail address, hey!... That person loves a product so much that s/he actually allowed it to be posted on the Web site. And most importantly, when you see that...
... you know that every one of those testimonials are for real.

I ask you one small favor. Please...
Should you e-mail someone on the list to verify the truth of a statement, repay the sharing spirit of these special people by being polite and brief. Thank you.