Here's a clever way to tackle those FTC regs head on...

The more FTC rules and regulations that advertisers get, the more discouraged some people feel. They say "oh crap!" and then try to figure out how to hide all their disclaimers in the smallest print possible or have a TV announcer deliver the disclaimers as quickly as possible.

So what happens?

Consumers see this teeny tiny print and immediately feel like the advertiser is trying to hide something. And when consumers feel like an advertiser is hiding something, the put their shields up. They don't trust the advertiser. And their wallet is likely to stay in their pocket.

Holy smokes, folks, these "I don't believe you" shields are hard enough to penetrate on a regular day without purposely calling them up with your very own advertising!



So what's a possible solution?

Put your disclaimers front and center. Put 'em on display like a show pony and parade them around the ring!


Veteran marketers already know this and know why it works. But if you're new to all this online marketing stuff, keep reading...


Two things happen when you raise these objections front and center:

1. Your consumers trust you more. And since trust is one of the ingredients needed to make a sale, that trust puts you one step closer to closing the sale.

2. You're raising and handling objections. See, if you just shove your FTC (or other) disclaimers into the fine print, those who notice them are going to get concerned. Wow, look at all these objections... and yet most people don't adequately handle the objections they raise in their fine print.

So you've just given people a reason to NOT buy. Heck, you made their job easy. They didn't want to buy anyway, and you just handed them a reason so they could walk away without any psychological discomfort.




Instead, what you need to do is treat your necessary disclaimers like any other objection. You raise it, you handle it, you answer it. In some cases, that means telling people why this "perceived flaw" may actually be a perceived asset.


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Example time.

Have you seen those Taco Bell commercials where the woman (Christine) used the "Taco Bell Diet" to lose 54 pounds?

Obviously any "diet" that includes Taco Bell is going to need to include some disclaimers. :rolleyes:

Taco Bell faces 'em head on. Christine explains how she lowers her daily categories and then replaces her regular drive-through foods with select items from Taco Bell. (Note: The "fine print" in the commercial goes into even further detail, explaining exactly how many calories she ate per day, etc.)

Now the biggy -- the ad needs to say these results aren't typical. Instead of hiding this disclaimer in the microscopic print, Christine addresses it. She says something along the lines of...

Now these results aren't typical, but for me they're fantastic!


Now, someone who hears this might just focus on the word "fantastic" -- and they have to agree, Christine's results are fantastic. It makes them wonder if they can get the same fantastic results.

But here's something else to consider...

Your consumers think they're SPECIAL. Some may think they possess a something a little out of the ordinary. Some may have faith in themselves that they can achieve what they put their minds too. But they all feel special (or they WANT to feel special).

Now consider the "results not typical" thing in relation to people wanting to feel special.

You could play this up. Your ads could come right out and say that results are not typical and only "special" people will get these kind of results.

(Note: Taco Bell walked up to this pool but didn't dip a toe in it. You can.)

Now, you'd need to run your ads by a lawyer to ensure they comply with FTC regs. But imagine telling people:

1. Exactly what you did to achieve your results.
2. Exactlly what others did to achieve their results.
3. Results aren't typical.
4. And because results aren't typical, don't even bother order if you're a "typical" person.

Example: "If you're lazy, don't bother. If you expect a butler to serve everything up to you on a silver platter while beautiful women massage your feet, don't bother. This isn't for you. It won't work for you...

But if you're the type of person who [insert "special" qualities here], then I urge you to try out this program..."



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You'll note that some copywriters and marketers regularly use this sort of copy. If you don't yet use it -- and if you're under the FTC regs -- now might be the time to start testing it, too.

Bottom line: Consider raising and handling the required FTC disclaimers right in your main copy. You might be surprised at the results.

Just something for you to ponder...

Cheers,
Becky

P.S. I kept things generic with regards to actual FTC regs because I'm not a lawyer and I don't play one on TV. Run your copy by your lawyer to make sure you're compliant with necessary regs.