Endorsements and testimonials are among the most effective ways to establish credibility in any marketing situation, but they are especially important online.

With a third party saying in effect, "Yes, this is real, and it is good," the online shopper is reassured. The prospect starts to believe in the reality of your offer by reading that others either recommend you or have been glad they made a purchase from you.

An endorsement is when a person with some celebrity in general or within an industry says, "I recommend this product and you know me so you can trust what I say." For example, Jack Canfield is widely known as co-author of the Chicken Soup book series. When he recommends someone else's self-improvement products, that's an endorsement.

If you have connections and can get an endorsement for your product or service, do so. They're very powerful because the endorser is already known and trusted.

Testimonials are powerful for a different reason. They give proof that others have tried whatever you're offering and were happy about the result. Testimonials suggest that if the prospect buys the product, they'll get similar results and be happy, too.

A good testimonial will include the following: Use both a first and last name. You've seen it when only the first name and a last initial is given: Frank B. That seems suspect, as if the testifier would have preferred to remain anonymous. Instead, Frank Boemisch is much more substantial. To enhance the effect, include state, city, type of business and/or business name if possible.

The testimonial should be short and focused on something specific. It should be about measurable results whenever possible.

For example, "Her writing advice was great, and I enjoyed having her help getting published," gives no real information. But, "My coaching practice expanded to include seminars and group events as a result of her help with getting published. Now, my income has doubled even though I'm working fewer hours than ever," indicates specific and desirable results.

Here are some ways to get testimonials if you have none because you have either: 1) never asked for them; 2) neglected to keep positive comments; or 3) have a new product.

Give the product away to interested parties, and tell them you would like a testimonial if they feel they could give you honest support. Make it no-strings-attached so that you get a heartfelt testimonial. This is very different than exchanging a fr`ee trial for a testimonial.

Contact people who you know have used your product and ask them for feedback. If you get feedback that is positive and not specific, contact them again and ask for specifics.

In contacting them, also note that you use this information from customers to improve your services and products.

Also, if someone sends you something good but it needs editing, then edit it, send it back, and ask if the changes you've made (for brevity, for clarity, for professional grammar, etc.) meet with their approval. Don't use the edited version unless approved.

If you have the reverse problem: stacks and stacks of testimonials that make it hard to choose, select according to these guidelines:

1. What are your top benefits, and do you have short testimonials that support or prove those top benefits?
2. Do you have testimonials that tell about specific and measurable results the product helped the client achieve?
3. Are any of the testimonials from recognized names in your industry?

You can have any number of testimonials, but more isn't always better because you want the focus to remain on the product and its benefits. In other words, you want to keep the reader moving through your sales letter.

However, if you feel it is very important to have more testimonials than will fit on the sales page, you can have a link to see more, but this is key: the 'more' needs to come up in a new window. You don't ever want the prospect to leave your page because most of them will never come back. Use the testimonials to persuade, not to distract.