One of the advantages of the book's having been out there for more than a quarter century is that there's been time for people to report back on what it's done for them.
I think even if I did the research mentioned above, it would be a total waste of money because if those people don't believe in the testimonials, they won't believe in the research at all. They would say that I made it all up. So why waste money?
Testimonials are the BEST way to beat down the price objection and win the sale.
Word of mouth is very powerful.
Use testimonial letters from satisfied customers at every opportunity.
Word of mouth is the best medium of all.
Testimonials are enough to convince people for now.
It only serves to show what sort of person a man must be who can't even get testimonials. No, no; if a man brings references, it proves nothing; but if he can't, it proves a great deal.
