Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.

By Pat Friesen Faced with a copywriting challenge? Consider how a few good testimonials can help strengthen your copy platform. Customer testimonials are a highly effective creative tool for building instant credibility. They also provide a quick countermeasure to the buying objection "it sounds too good to be true." They are an asset for adding new life to a waning control mailing as well as introducing a new product concept. If you aren't already building a library of your customers' comments, now is the time to get started. I recently received this e-mail from Lands' End (shown at left). When I opened

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