I have a quick question about the general sequencing and formatting of sales letters.
I've recently seen some examples of copy written by a few well know copywriters, where they've used a strategy of starting the sales letter off by placing two or three of the more persuasive testimonials for the product or service right after the second subhead, (right before the 'Dear ......)
What the thinking on an approach like that?
Can hitting the reader / prospect with testimonials before they get into reading anything about the product /service, put them in a more positive, receptive mindset. Or can it have the opposite effect?