Today, tens of millions of people routinely buy via the web but the distrust is still there. As always, the vultures gather round the money, and scams on the Internet are so common that they're not even news anymore.

Every business needs a steady flow of new prospects to grow and thrive. But these new people come with built in suspicion of you, your product and your motives. How can you overcome that skepticism?

One of the most effective ways is to gather testimonials from past customers. How do you do this? What do you want them to say?

One of the best copywriters in the business has fortunately given us as thorough a guide as I have ever seen:

http://www.briankeithkillercopy.com/newsletter/testimonials.html

And a hint: I have discovered that you are much more likely to get a testimonial if you offer a reward. It's not that happy customers don't have every intention of helping you out. It's just that it's easy to get busy with other things and forget. If there is a reason for them to remember that is based on self interest, they're much more likely to cooperate.