What You Don't Say - Counts!
In this interesting article from ClickZ.com, Susan Solomon gives seven hints on how to make the content of your website more effective.
Her basic idea is that "Sometimes, letting others do the writing is far more effective than anything we could commit to print."
When selecting testimonials to show consumers, make sure you pick letters or comments that show a side that the audience for your site will recognize. Try to find one that tells a story (with your company as the hero).
here for the story (opens in new window)