I thought I would return the favor and check out your website and blog. I really like this entry! There’s an old Harvard Business Review article titled “Industrial Selling” that speaks directly to this issue of minimizing risk. It is a huge point. By showing that your product or service works for others, it takes risk out of the buying decision. If I get a chance I’ll email you some testimonial work we’ve done for a credit union client. Not all testimonial ads are created equal.

Thanks!

Dan