All The RavesA customer's praise could be your flier's best headline.

If there's a single solitary soul out there who loves yourproduct or service and is willing to express that feeling forpublication, you not only have a valued testimonial but combustiblematerial for a powerful ad. So while I'm forever beseechingreaders to harvest their customer base for testimonials and tosprinkle them liberally throughout ad materials, don't fret ifyou haven't already done that. Another approach is to get theconsent of just one enthusiastic client to reprint the good thingshe or she has said about your company. Then give those comments thelead role in your advertising.

That's my message to Susan Justice of Woodacre, California,who wrote recently. Justice, co-founder of OneSpirit Healing ArtsCenter, is a certified clinical hypnotherapist who specializes inhealth issues, emotional problems and spirituality. Her currentflier-brochure leads off with her specialty--hypnotherapy--as aheadline, but it's not done to the flier's advantage. I saythis because hypnotherapy is still controversial to many, andperhaps misunderstood by others. So it behooves Justice to firstentice prospects with the benefits of her therapy before she tellsthem about the means by which they're attained. And perhaps themost credible way to do that is through the testimony of someonewho's experienced her service firsthand. Hence my thought aboutusing a testimonial to lead off this advertisement.