The endorsement letter can work – depending on how credibly written it is – and I think my suggestion to combine a story of when experience has paid off for a customer along with that customer’s testimonial covers some of the same ground. I’d simply keep in mind that the letter can’t really be too much about you, per se, but about how your professional experience has helped the endorsee kick butt:

“I hesitated at Andrew’s pricing, but within 6 months he managed to increase sales by over 35%! That’s over 7 times what my previous marketing adviser was able to do during an entire year. That’s when I became a believer in the importance of experience – and a successful track record – when it comes to marketing. Cavanaugh’s 30+ years of experience isn’t cheap, but it’s a bargain compared to paying for an inexperienced marketer’s mistakes.”

This is definitely an underused technique online and it can be far more powerful.

You distrust someone telling you how great they are but tend to trust a third party.

And if that third party is someone you respect it becomes even more effective.

One other huge advantage of using an endorsement letter is that you can highlight your experience in a low key way.

“In over 30 years of business Andrew Cavanagh’s approach to marketing has to be the most elegant, low cost strategy I’ve ever seen.”

Sounds a whole lot more low key and believable than…

“My Approach to Marketing Is The Most Elegant, Low Cost Strategy You’ll Ever See.”

Kindest regards,
Andrew Cavanagh

Thanks, Jeff