Acquiring testimonials is a continual endeavor. (Promotion).

Don't leave yourself in the position, while you're putting together a new promotion package, of having to scramble for a few impressive testimonials to top off your presentation.

Instead, begin a testimonial file folder and add the compliments to it as soon as they come in.

Well, not exactly as soon as. First, obtain permission from the person whose comments you want to use. And do it in writing-send a copy of what you have to the person and ask if you may use it for promotional purposes. Written permission protects you from any later misunderstanding about who and what was quoted.

Most people are flattered to be asked, and probably more than a few are happy to be quoted in public.

During this step the person--or even you--may suggest slight edits. Agree on the exact wording, as well as how the person is to be identified.

Here are some other considerations to keep in mind while building your file of testimonials:

* Make them specific. Don't settle for, "Great newsletter!" (We received a comment via email yesterday--"We enjoy your letter"--gratifying but not good enough for a testimonial.)

Look for statements like "Your newsletter saved us $4,500 last year--more than ten times the cost of subscribing," or "I find at least one bankable idea in each issue."

* Strive for variety. Variety in a number of areas--geography (including international), men and women, household names in your industry as well as the "little guy" who's benefiting from your publication, short quotes as well as longer ones, comments from both industry chiefs and perhaps your fellow journalists or editors.

But also strive for variety in the content of the comments. Perhaps include one or two that say they're saving or making money because of your newsletters, another that praises its editorial excellence, another on the contacts or networking your publication offers subscribers, still another on how the person cannot live without your newsletter ("must-have information" or "essential news").

* Keep the testimonials up-to-date. Even if the president of a Fortune 100 company went on record as saying you helped him through the recession of '87, that just doesn't cut it.

If you do have one from a VIP whose reputation you value, but it's out-of-date, see if he or she can provide a fresh comment.

* Solicit testimonials if need be. Say you have a number of testimonials for your current mailing but need a couple more that tie more directly into this particular promotion, call or e-mail some loyal subscribers (or your brother-in-law) and ask them if they could provide some complimentary material. As we said, most people are flattered to be asked.

* Give full attribution. When printing the testimonials, include the person's full name, title, company, and city. That's much more credible and effective than "--D.L., Cincinnati."