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Chapter 24. Use Testimonials

You should rarely rely only on your own knowledge or opinion to sell your written ideas; get quotes, statistics, and other data to support your position. This technique is similar to what you learned for writing term papers in school: cite passages from books, interview experts, obtain information from people in similar circumstances. Simply stated, you need references to support your case.

DO DON’T
Obtain quotes from companies where this solution has worked. Sell an idea based only on your opinion.
“Our travel agency clients have cut airline and hotel costs up to 47%, as verified in the enclosed report.” “Our clients save a lot of money by using our travel agency.”
Provide references to substantiate your claims. Make blanket statements with no offer of proof.
“My clients will tell you that I always meet deadlines. I am enclosing contact information for three that I have worked with throughout the last decade.” “I am prompt and reliable.”



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