Don't Listen to John Reese

[kindsvater]

I'm reading Reese's 'Internet Marketing 2010 The Road Ahead' - which in large part is an account of personal failures and lessons that may be learned.

But then he says in reference to the new FTC guidelines: "REMOVE ALL TESTIMONIALS FROM YOUR MARKETING."

That is, in all seriousness, the worst marketing advice of the year.

Testimonials should be one of the most IMPORTANT aspects of your marketing. But don't take my word for it: Kennedy, Cialdini, etc.

This is what social media is all about - getting trusted recommendations.

The FTC is NOT against testimonials. It is concerned with fraud. Just more specific guidelines for fraudulent activity the FTC always could have pursued.

As I said in a prior post on the topic, if you have 10,000 buyers of an IM product and no one makes more than $250, but 1 guy makes $500,000, using the one $500,000 testimonial as the basis for getting new buyers is clearly deceptive. But everyone already knew that.

Here's my prediction for 2010 and beyond:

Testimonials will continue to be important, will appear on more and more websites, and yes, even John Reese will be using them.

After all, that is what Reese is doing when he pimps IM product after IM product. Using himself as a testimonial, a trusted resource, so he can make some affiliate cash.

[DrewG]

My guess is that he meant testimonials making ridiculous claims (I lost 945 pounds in 2 days!!!)

[DrewG]

Originally Posted by Razer Rage

Dude, seriously? That's nothing. I lost 2400 tons AND made $4 million while eating pancakes for breakfast.

Where do I sign up?

Actually I need to GAIN weight...

[madison_avenue]

Reese is correct, overblown testimonials will have to be removed. There will always be risk of litigation if they are kept up. It will remove a lot of the competition that relies on hype, which will make it easier for those using a more more factual approach.

[cgallagher93]

Hi Brian,

In part I have to say I agree with you.

Reese's advice is quite clearly to "remove all testimonials from your marketing" which in my opinion is complete balls.

What the FTC propose is that anyone who includes outrageous or inflated results within testimonials can be prosecuted for misleading advice. Ok, fair enough. What they now say you have to do is include some form of notice which states results that typical users will achieve. This is where the FTC become absolute assholes by making it hard for honest marketers! I mean dude, what the heck?

This is insane and quite frankly well over the top. They're asking people to literally guess what the average user will achieve which based upon the fact that everyone's circumstances differ, could end up even more misleading than the previous testimonial!

I understand they're trying to prevent fraud, but it seems to me like someone had a bad day at the office and decided to come up with a quick master-plan to counter fraud and p*ss off all marketers in the process "because they can".

Jackasses.

With my rant over, here's my simple plan for avoiding prosecution by the FTC. Remove ALL testimonials that incorporate figures our indefinite claims such as...

"I made $5783079 ZILLION DOLLARS in 7 days!"

Instead, ask your customers to submit a testimonial that talks about the benefits of your product, how it's features helped them and how your way of teaching is brilliant etc. These are people's opinions and the FTC can't argue!

The whole point of testimonials is to include a form of social proof. To me, this approach is just as good as claims of making X in X amount of time as not only do they come across as more honest and natural, but claims involving sums of money are often debatable anyway.

Either way, don't do NOTHING!

Connor :-)

[Kevin Riley]

Originally Posted by kindsvater

But then he says in reference to the new FTC guidelines: "REMOVE ALL TESTIMONIALS FROM YOUR MARKETING."

John get a sudden attack of Chicken Little-itis? He better go smoke a few with Kern and get his mellow back. The only testimonials that should be removed are ones that make claims that cannot be substantiated, or are not average if you cannot give a disclaimer and show the true average results.

[madison_avenue]

The climate has changed following the fiasco of "sub-prime" mortgages which almost crashed the world economy. Regulators are now going to be far tougher on overblown promises.

Remember in the sub-prime disaster everyone and his brother could get a mortgage at 50 times earnings and their property would be "guaranteed" to go up 20% a year?

[cgallagher93]

Razer Rage, testimonials aren't a sole way of selling products. They should be used in relation to a quality sales letter, screenshots and other forms of proof and persuasion. I agree that if you purely use testimonials, you're not going to make much money.

But they ARE valuable in terms of adding a social proof element to your marketing. In the IM world, people are sceptical so all testimonials are going to be up for debate. But I have to agree with Kevin, removing ALL testimonials is CRAZAYYYY!!

I have a friend who used to sell cars. If someone came in wanting a white version of the Toyota Camry, he'd lie and tell them that they "don't stock white because no-one likes it" thus making them believe they should buy the red one for example.

Again, social proof. A big, big seller because people want popularity and status without being seen to be "different".

[Kevin Riley]

Originally Posted by davebo

I think his advice was right on. What value to testimonials actually have? I've never bought because of them or even read them.

Please, be my guest. Remove all your testimonials. Social proof is worthless. And, I love having less competition.

Testimonials will never, ever be worthless. The social proof they decide may not have ever swayed you, but for every one of you there are hundreds who are in doubt when on a sales page. They don't know who you are. Why should they trust you? You're a marketer. But, that other person who bought your product ... and used it ... and benefited from it. That can make all the difference.

[Steven Wagenheim]

Brian, is this on a blog somewhere? I find it very hard to believe that John
would categorically state to remove all testimonials without some kind of
qualification. I'd like to read what he says so I can try to make sense out of
it because if that's what he flat out says...end of story...then I am totally
baffled.

Doesn't make any sense at all.

[Desmond Ong]

You don't need testimonial to sell. There's always something called social proof.

A few months back, I did a soft-launch for my dating product and we raked in 5-figure without even a single piece of testimonial on our sales letter.

I think what John meant is that if you used testimonial the wrong way (the against FTC way) -- you're gonna screwed up your entire marketing career -- which is WAY more riskier than anything.

[Rezbi]

There is the obvious solution on whether or not to use testimonials in YOUR copy -- test.

[phil.wheatley]

Talking from personal experience, there have been many times when buying IM products, it's been the testimonials that have often tipped the balance for me, I shall be keeping as many of mine as possible, as mentioned before, as long as they are genuine and don't claim specific results.

Phil

[cgallagher93]

I agree that testimonials aren't necessary. But if you think that credible testimonials (i.e. ones that sing your praises as opposed to making income promises) don't increase conversions, then I urge you to do a split-test!

One with testimonials, one with none. I can absolutely guarantee you that from personal experience the one with testimonials will convert better! Ask any copywriter that knows what he's talking about...

Oh and Steven, it was in his free report about IM in 2010 - get a copy here:

Income.com Blog

[Rezbi]

There is a simpler wqay of finding out whether or not testimonials work on your site - test.

Just keep it real.

[Kevin Riley]

Originally Posted by phil.wheatley

Talking from personal experience, there have been many times when buying IM products, it's been the testimonials that have often tipped the balance for me, I shall be keeping as many of mine as possible, as mentioned before, as long as they are genuine and don't claim specific results.

Phil

"After drinking Phil Wheatley's tea, I immediately gained 58 points on my IQ, made $45,965 at the track on a horse called Teaboy, and went on to become a big star in Bollywood."

Kevin Riley
Tetley Close
Osaka, Japan

[DrewG]

Funny he says that, because I just found a bunch of testimonials on his Internet Auction Secrets product -

Internet Auction Secrets

He wants to keep all the testimonials to himself :-P

[Steven Wagenheim]

Originally Posted by cgallagher93

I agree that testimonials aren't necessary. But if you think that credible testimonials (i.e. ones that sing your praises as opposed to making income promises) don't increase conversions, then I urge you to do a split-test!

One with testimonials, one with none. I can absolutely guarantee you that from personal experience the one with testimonials will convert better! Ask any copywriter that knows what he's talking about...

Oh and Steven, it was in his free report about IM in 2010 - get a copy here:

Income.com Blog

Okay, I read it...that's what he says...remove all testimonials.

[Scott Ames]

Originally Posted by Steven Wagenheim

Brian, is this on a blog somewhere? I find it very hard to believe that John
would categorically state to remove all testimonials without some kind of
qualification. I'd like to read what he says so I can try to make sense out of
it because if that's what he flat out says...end of story...then I am totally
baffled.

Doesn't make any sense at all.

Found it Steven

This one is going to completely alter marketing as we know it.
No longer can testimonials be used along with the old “results not
typical” disclaimer. Marketers must now state the results of what the
average buyer will achieve! In many markets this is going to be nearly
impossible. It will be really interesting to see how companies try and
ʻcreativelyʼ get around this new guideline.
My advice to you (take it or leave it) is to REMOVE ALL
TESTIMONIALS FROM YOUR MARKETING.
If youʼre selling infoproducts, you can still be very successful without
testimonials

Source:

PDF Download:


http://www.box.net/shared/static/y576k2d1q7.pdf

As posted on:


Income.com Blog

[Steven Carl Kelly]

Originally Posted by kindsvater

But then he says in reference to the new FTC guidelines: "REMOVE ALL TESTIMONIALS FROM YOUR MARKETING."

I respect Reese, but if he said EXACTLY that -- to remove ALL testimonials from your marketing -- then he's giving very, very bad advice that is based on a broad knee-jerk reaction.

Examine the FTC guides yourself and you will quickly see that testimonials are perfectly acceptable and there are even examples of how to properly use them.

No, I'm sorry, but if the statement is worded exactly as quoted, then this advice is really off the mark.

Originally Posted by kindsvater

The FTC is NOT against testimonials. It is concerned with fraud. Just more specific guidelines for fraudulent activity the FTC always could have pursued.

Legitimate, honest marketers should embrace the new guides, not be put off by them. They should, if they work as intended, weed out a bunch of fraudsters who are competing for the same dollars we are.

[Steven Carl Kelly]

Originally Posted by cgallagher93

What the FTC propose is that anyone who includes outrageous or inflated results within testimonials can be prosecuted for misleading advice. Ok, fair enough. What they now say you have to do is include some form of notice which states results that typical users will achieve. This is where the FTC become absolute assholes by making it hard for honest marketers! I mean dude, what the heck?

If you read the FTC guides thoroughly, I think you'll find that it isn't nearly as difficult as you think at first. The answers are in there.

[Steven Carl Kelly]

Scott:

Thanks for digging that up. And Reese is wrong on multiple counts, including the statement "Marketers must now state the results of what the average buyer will achieve!".

A guess from me is that he really just had a knee-jerk reaction without fully analyzing what the guides say.

[JonathanBoettcher]

I think its nuts how the FTC wants to require showing what "typical results" might be from your product. Let's take IM, just for kicks. 100 people buy, 70% don't even read the material, thus achieve nothing, 25% read it and use it half-heartedly, thus earning $250 dollars. 5% (I'm being generous here) read it, run with it, and make $1000.

So we've generated $11,250 across 100 customers - does that mean the "typical" result is earnings of $112.50 per person? But not one single person made that amount! Plus, that was far above the median earnings of the group ($0) and far less than the average earnings of anyone who took action.

By its very nature, any product that has a learning component (ie, as long as you're selling information, and not toasters or baseballs, you're in this boat) will produce atypical results.

So in my opinion, having a good range of testimonials on a sales page, all showing positive but varying results helps the purchaser make a more informed decision.

No sales page should ever have falsified testimonials - ever - but I don't think that's really what's at stake here either.

While we're on the disclosure topic though - what about applying similar standards to big corporations? Ever seen a "doctor" on TV promoting the latest drug? Ever see a disclaimer at the bottom saying "this person is not a doctor, they are a paid actor, and they have never used the product being promoted or received any sort of results from it, in fact they are merely reading a script that the marketing department created for them." Now THAT is a disclaimer I'd be tickled to see the FTC enforcing.

[Steven Carl Kelly]

Originally Posted by JonathanBoettcher

I think its nuts how the FTC wants to require showing what "typical results" might be from your product. Let's take IM, just for kicks. 100 people buy, 70% don't even read the material, thus achieve nothing, 25% read it and use it half-heartedly, thus earning $250 dollars. 5% (I'm being generous here) read it, run with it, and make $1000.

So we've generated $11,250 across 100 customers - does that mean the "typical" result is earnings of $112.50 per person? But not one single person made that amount! Plus, that was far above the median earnings of the group ($0) and far less than the average earnings of anyone who took action.

The FTC states that marketers are not required to do a mathematical calculation of the "average" results, and that's exactly why the guide doesn't say "average results". You can limit the "generally expected results" by limiting the scope of the circumstances. The FTC says it is perfectly acceptable to list the generally expected results under a certain set of circumstances.

[kindsvater]

Originally Posted by Steven Wagenheim

Brian, is this on a blog somewhere? I find it very hard to believe that John
would categorically state to remove all testimonials without some kind of
qualification. I'd like to read what he says so I can try to make sense out of
it because if that's what he flat out says...end of story...then I am totally
baffled.

Doesn't make any sense at all.

Steve:

The PDF download is on a blog: Internet Marketing 2010: The Road Ahead

and yes, it is very hard to believe because it doesn't make any sense. Reese goes further and states "you can still be very successful without testimonials."

He is conclusively saying remove ALL testimonials.

Not just false testimonials. Not just overhyped testimonials. Not just unproven testimonials.

As I said: worst marketing advice of the year. I'm guessing Reese will rethink this and come back with something more rational.

As an attorney, let me say there are are infinite number of ways to handle the issue depending on the situation. It can be as easy as: "While we don't know what results all of our customers have achieved, here are some comments, feedback, and reviews we have received ... A complete list can be found here ..."

One thing is for certain: not only will testimonials not be removed from my websites, but more are in the process of being added.

[SantiSantana]

How about finding a way to track if the materials have been read and understood? say you add a test at the end for people to fill in in exchange for something (you do this all the time, don't make me go into specifics here). That way you could market under XXX% of customers who successfully read and put the materials to use made on average $$$. Needless to say, the test would proaly need to be practical as well as just the theory of what's written.

Just dropping it as an idea...

[JonathanBoettcher]

Originally Posted by Steven Carl Kelly

The FTC states that marketers are not required to do a mathematical calculation of the "average" results, and that's exactly why the guide doesn't say "average results". You can limit the "generally expected results" by limiting the scope of the circumstances. The FTC says it is perfectly acceptable to list the generally expected results under a certain set of circumstances.

Thanks Steven - it appears I was misinformed. Probably by a testimonial .

I think limiting the scope of the circumstances is a good point - you could say for instance, anyone who reads the material and takes action on it for a certain amount of time... as a way of qualifying any claims.

[Steven Carl Kelly]

Originally Posted by JonathanBoettcher

I think limiting the scope of the circumstances is a good point - you could say for instance, anyone who reads the material and takes action on it for a certain amount of time... as a way of qualifying any claims.

I would limit the scope of circumstances on each and every testimonial that includes a performance claim. Include a link to a disclaimer page at the bottom of the testimonial. For example:

"My name is Fred Flake and I tried Jonathan's new Money Suction Valve System Part Deux and I took in $1.2 million dollars in just eleventy minutes!"

DISCLAIMER

and then it links to:

"Fred Flake has been involved in internet marketing for 14 years. During those years Fred has learned many, many things about internet marketing and has experienced tremendous success and several setbacks, even before he tried the Money Suction Valve System Part Deux. Mr. Flake was provided a copy of the system free of charge. After he received it, he studied the material for approximately 12 hours. He then developed an implementation plan. He spent the next six weeks, working approximately 5 hours per day, implementing the plan based on the Money Suction Valve System Part Deux. Upon the launch of his new web-base enterprise founded on the system, within eleventy minutes Fred Flake had received $1.2 million in orders. These are the generally expected results based on Mr. Flake's circumstances."

I'm no lawyer, but I think that meets the requirements.

[JonathanBoettcher]

Originally Posted by Steven Carl Kelly

I would limit the scope of circumstances on each and every testimonial that includes a performance claim. Include a link to a disclaimer page at the bottom of the testimonial. For example:

"My name is Fred Flake and I tried Jonathan's new Money Suction Valve System Part Deux and I took in $1.2 million dollars in just eleventy minutes!"

DISCLAIMER

and then it links to:

"Fred Flake has been involved in internet marketing for 14 years. During those years Fred has learned many, many things about internet marketing and has experienced tremendous success and several setbacks, even before he tried the Money Suction Valve System Part Deux. Mr. Flake was provided a copy of the system free of charge. After he received it, he studied the material for approximately 12 hours. He then developed an implementation plan. He spent the next six weeks, working approximately 5 hours per day, implementing the plan based on the Money Suction Valve System Part Deux. Upon the launch of his new web-base enterprise founded on the system, within eleventy minutes Fred Flake had received $1.2 million in orders. These are the generally expected results based on Mr. Flake's circumstances."

I'm no lawyer, but I think that meets the requirements.

LOL - yeah I should think that would meet the requirements.

[Matt Maiden]

Next week he will be here to discuss his tests on controversial marketing and how his readers reacted to his statements made inside of the report.

"It's a new way of taking the social pulse". "Secret testing techniques create viral results that are much better than asking questions in traditional polls".

Matt

[John Burton]

I think Reese's advice about removing all testimonials was aimed more at those who make claims of 40,000 dollars in 30 days. If you're being sensible and using HONEST and REAL testimonials - as I do, then that can only be a good thing.
John Burton

[JohnMcCabe]

I downloaded the report a moment ago, and haven't had a chance to read the actual text yet.

With that disclaimer in place...

I think I need a new tinfoil hat.

First Kern stirs the pot by raising this "average results" straw man that has people in a complete lather.

Then Reese purportedly is telling marketers to remove all testimonials from their marketing, and that they can be just as successful without them.

Does anyone else smell a new, major product launch coming?

Maybe "Mass Traffic Control Secrets"?

Edit:

After posting this, I went back and read Reese's report. That thing is pure genius. Hint at things to come, build some urgency for them, and weave in some outrageous statements sure to generate discussion (and more readers). And John did it in a conversational style that was easy to read. He even managed to put a new entry on my reading list. The pdf went right into my swipe file.

As Steven said in the post below this one, John Reese is no idiot.

[Steven Wagenheim]

Originally Posted by JohnMcCabe

I downloaded the report a moment ago, and haven't had a chance to read the actual text yet.

With that disclaimer in place...

I think I need a new tinfoil hat.

First Kern stirs the pot by raising this "average results" straw man that has people in a complete lather.

Then Reese purportedly is telling marketers to remove all testimonials from their marketing, and that they can be just as successful without them.

Does anyone else smell a new, major product launch coming?

Maybe "Mass Traffic Control Secrets"?

Here is my take on it for what it's worth.

I think John made that statement knowing full well how outrageous it is
and knew that it would get people talking about it.

This thread is your proof.

John Reese is no idiot.

[Vaan]

It is probably reese make some contraversy??

I just do't get it, maybe remove a few testimonial is okay, but if all testimonial??

This business is ruined completely, the conversion will drop 200%

Yes indded if we have a lot of good testimonial, the prospect who see it probably will be suspicious, so a few testimonial with a strong feedback is much better I think..

So any others oppinion?anyones?


Vaan

[Alex Taylor]

In the past week both Kern and Reese have both said to remove all testimonials from your marketing. Frank said that he made that decision after speaking to a lawyer who specialises in this stuff.

There's a good chance John is following suit because he's so close to Frank.

Are any other big name marketers saying this? A quick look around and I'm seeing plenty of testimonials on some high profile sites...No one seems to be taking theirs down!

Oh, and for what it's worth, testimonials have convinced me to buy products in the past. I had no intention of getting PLF 2.0 when it launched, but the dozen or so video testimonials on the sales page pushed me over the edge.

And I'm glad they did. The best marketing product I ever bought.

[Collette]

Man, the FTC has people in a lather over nothing!

Why, oh why, do so many people have their knickers in a twist over this??

It's not rocket science, folks. If you can't substantiate your testimonial claims, you can't use the testimonial. If there are circumstances that impacted the results claimed in your testimonals, you have to reveal them.

You do NOT have to do any complicated forecast math for "average results". Nor do you have to keep the Psychic Hotline on retainer.

Sure, claims of "I lost 947 pounds and made $895,000,000 in 2.5 hours in my sleep, all while eating 5 Big Macs a day and golfing in my footie pajamas." are also going to have to say, "Joe's results are extraordinary. But if you follow my system, you might have extraordinary results, too."

Assuming, of course that you have verifiable PROOF of Joe's results.

And there, apparently, lies the rub.

Or the twisted knickers. Take your pick.

All this ruling (which isn't even in effect yet) does is to require that marketers make *gasp!* honest claims about their products' efficacy.

The ONLY people who should be freaking out about this are people who know they've been making bull**** claims about their product. People who know they're ripping buyers off.

If you're already marketing ethically, the FTC ruling doesn't affect you at all.

If you're not marketing ethically... well... sucks to be you.

[Mike Hill]

I'd like to see what the FTC does with all those full page ads in mags such as Small Business Opportunities...

Those are clearly a reflection of HYPE marketing and NOT average results... This is such a witch hunt it's not even funny...

Mike Hill

[rcwilson4au]

Originally Posted by Razer Rage

He's talking about testimonials on your sales letter. And it's good advice, seeing as most of them are full of hype and can't be substantiated.

Let the people on forums and facebook be your testimonials.

I agree... the people on forums and facebook are where your testimonials really have impact.

[Matt Maiden]

Originally Posted by Mike Hill

This is such a witch hunt it's not even funny...

Exactly.

After the big Dot Com failure the corporations have been watching us to see how it's done. Now that Frank and Reese have made incredible profits in such a short amount of time maybe the "Big Boys" feel that they can give it another try.

I don't know about the rest of you, but I can't afford to roam the halls of congress and harass politicians all day long.

That's the real problem.

Entrepreneurs don't have a big enough checkbook to compete with full time lobbyists.

The politicians hear complaints all day long how we "little guys" are destroying the Internet with all of our scams and Wild West ways.

Unless a representative spends time here with us, they don't have a clue how Internet marketing works.

They only hear what their staff people tell them and if any of them have ever been ripped off just once then it's all bad.

Matt

[seriousmny]

Originally Posted by Kevin Riley

John get a sudden attack of Chicken Little-itis? He better go smoke a few with Kern and get his mellow back. The only testimonials that should be removed are ones that make claims that cannot be substantiated, or are not average if you cannot give a disclaimer and show the true average results.

Pass the doobie to the left hand side :-) (Not me...don't smoke). I was wondering myself how this was going to pan out with testimonials. I was going to start selling a particular skin product. Skin care products have a lot of hype and smoke and mirrors. How do you suggest you promote a product that is based on vanity now using testimonials? Do you think Avon and wrinkle creams are going to change the way they promote? Maybe I should wait and borrow from them.

[Jay Sullivan]

You will be able to use testimonials still, but only trouble is...this time they fo REAL!

[Steve Crooks]

It might be because it doesn't actually come in until December..

Originally Posted by Alex Taylor

In the past week both Kern and Reese have both said to remove all testimonials from your marketing. Frank said that he made that decision after speaking to a lawyer who specialises in this stuff.

There's a good chance John is following suit because he's so close to Frank.

Are any other big name marketers saying this? A quick look around and I'm seeing plenty of testimonials on some high profile sites...No one seems to be taking theirs down!

Oh, and for what it's worth, testimonials have convinced me to buy products in the past. I had no intention of getting PLF 2.0 when it launched, but the dozen or so video testimonials on the sales page pushed me over the edge.

And I'm glad they did. The best marketing product I ever bought.

[MikeRogers]

Originally Posted by Collette

Man, the FTC has people in a lather over nothing!

Why, oh why, do so many people have their knickers in a twist over this??

Because that's what the FTC and all of the other "Watchdog" agencies in the government do. They see messing with people as their job - Without people to mess with, they got no job.

Now, I don't pretend to agree 110% with what Reese is putting out about removing all testimonials from your salespages. That seems a bit extreme and I don't think the FTC is going to come down on you for having just a few. But, we have all seen sales pages with HUNDREDS of testimonials that seem to go on forever and a link to read about a thousand more if you have nothing better to do with your time.

If you have four testimonials, no big deal. They are easy to verify. But try defending hundreds of testimonials against a fired up government prosecutor who sees messing with people as his top priority. He's going to want a sworn affidavit from every person you list or, better still, a deposition. Miss just one and your butt is in a sling. That's how they roll.

Hope for the best but prepare for the worst -

MikeRogers

[JohnMcCabe]

Originally Posted by seriousmny

Pass the doobie to the left hand side :-) (Not me...don't smoke). I was wondering myself how this was going to pan out with testimonials. I was going to start selling a particular skin product. Skin care products have a lot of hype and smoke and mirrors. How do you suggest you promote a product that is based on vanity now using testimonials? Do you think Avon and wrinkle creams are going to change the way they promote? Maybe I should wait and borrow from them.

I read the FTC guidelines, and I think 'vanity' products might have it easier than many others. In one of the examples, they made the distinction between statements of fact and statements of opinion. They also addressed what might constitute and expert endorsement vs. a simple statement of opinion.

If you have Joan Soccermom saying "I used Miracle Goop and I could see a difference in my skin," that's an opinion, with no need for documentation.

If you have Dr. Joan Soccermom, dermatologist, make the same statement you will need to back it up - what was the difference, how was it measured, etc. The "average user" would ascribe more weight to an endorsement from a dermatologist's opinion than that of a more general buyer.

Similarly, if you give Mrs. Soccermom a sample of your Miracle Goop for the purpose of getting her opinion, all you have to do is say so - "We stopped Joan Soccermom in the store today, and asked her to try new Miracle Goop. Here's what she had to say..."

[Peter Bestel]

Originally Posted by Steven Wagenheim

Here is my take on it for what it's worth.

I think John made that statement knowing full well how outrageous it is
and knew that it would get people talking about it.

This thread is your proof.

John Reese is no idiot.

If John really has done this simply to court controversy then it's irresponsible. It's one thing to take a stand that causes lots of discussion, but this is actually giving people advice that may be unnecessarily damaging to their business.

I'm not that cynical to believe he's said this to build profile.

The only reason I can see for suggesting this course of action is that he was told to do so by his lawyer. As John (and Frank Kern) are high-profile teachers, it would deflect any comeback should a marketer claim they retained their testimonials on the advice of John or Frank. Better for them simply to say, 'Get rid of them all, that's my advice. And I have 100,000 witnesses to prove that that's what I said!"

Peter

[Collette]

Originally Posted by MikeRogers

Because that's what the FTC and all of the other "Watchdog" agencies in the government do. They see messing with people as their job - Without people to mess with, they got no job.

...
MikeRogers

Why would the FTC mess with you unless your claims are outlandish, misleading, exaggerated, or plain unbelievable? Why would you even come under their radar?

As long as you do not claim that the buyer of your product WILL achieve a specific result, ya got no problem.

If you make a claim or use a testimonial, no matter how outlandish, AND you have the proof to back it up, ya got no problem.

Marketers who make or imply specific claims of specific results without proof are the ones who have to worry.

It is perfectly possible (and within the guidelines) to use a testimonial that says that X achieved a certain amazing and extraordinary result. You need to verify X's claim, sure, but why should that be a problem if the testimonial is true?

And even if X's result is extraordinary, all you have to do is reveal that X's results are extraordinary.

Any competent copywriter can word advertising copy so that it isn't misleading or an outright lie, while remaining persuasive.

I really fail to see the problem here.

[Brian Cook]

Bummer for anybody about to release an automated
"Testimonial" software product or WSO!

[frankm]

I fully expected this newsletter to get a mention in the report...

John Reese (TrafficSecrets.com) - Articles - How *Crap* Can Dramatically Boost Your Profits!

[Collette]

Originally Posted by JohnMcCabe

...
If you have Joan Soccermom saying "I used Miracle Goop and I could see a difference in my skin," that's an opinion, with no need for documentation.
...

Personally, to cover your butt, I'd recommend you have verifying information on ALL the testimonials you use. All you need is proof (eg. contact information) that Joan Soccermom is a real person, and not just someone you made up.

You don't necessarily have to show the contact information in your advertising. But I'd recommend having it in your files, just in case...

[Kevin Riley]

Originally Posted by Peter Bestel

If John really has done this simply to court controversy then it's irresponsible. It's one thing to take a stand that causes lots of discussion, but this is actually giving people advice that may be unnecessarily damaging to their business.

I'm not that cynical to believe he's said this to build profile.

The only reason I can see for suggesting this course of action is that he was told to do so by his lawyer. As John (and Frank Kern) are high-profile teachers, it would deflect any comeback should a marketer claim they retained their testimonials on the advice of John or Frank. Better for them simply to say, 'Get rid of them all, that's my advice. And I have 100,000 witnesses to prove that that's what I said!"

Peter

Peter

I think in either instance, it is irresponsible. It will panic newbie marketers, who will be stripping all testimonials off their sites, for no reason whatsoever and to their detriment. I'm shocked that someone of such stature would say something like that.