When I say that you should make sure that your testimonials for your products and services should be real, what I mean real in the sense of being believeable.
One of the things you can do when you search through your customer comments area is to look for those that offer very specific, rather than general statements.
For example, one person could have e-mailed you saying "your product has really helped me." It really doesn't do much to help someone see how it helped them.
On the other hand when someone has contacted you telling you how your product has helped them overcome a specific problem and led to a measurable improvement, now that will carry a lot more weight and influence with those reading your ad copy.
If you have trouble finding very specific comments, then I would simply write and ask those who have e-mailed you, what it was specifically that helped them. Most people that are happy with your products are more than willing to take a little time to spread the word for you.
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