and haven't seen any...which shocks me.
With the new FTC ruling, here is what, as copywriters, we are left with.
1. No more testimonials that show personal results unless we can show
what the average results are, which we know we can't because we have
no way of knowing.
2. No more personal stories talking about our own results unless, again, we
can show what the average results are.
Okay copywriters. Now we're going to get to see who can write compelling
copy without showing any benefits that you can't substantiate in a way
that will appease the FTC.
Personally, I don't have a clue how to deal with this. I'm no million dollar
copywriter, that's for sure.
So here's a chance for the big boys to share how it's going to have to be
My opinion, for what it's worth, is that there is no way. You can't make
something out of nothing. We all know that features don't sell, only
benefits. But if a benefit (money earned, time saved, leads generated)
involves giving numbers, facts, figures, or anything that violates the FTC
ruling, then the only way we can give them is by showing average results.
I'm beyond stumped.
So let's have it you million dollar copywriters. How do we get around this
problem? And please don't say "pre sell the prospect by building your list
first" and stuff like that. I'm talking about actually making your copy as
effective as it was before this new ruling.
I'm interested to see what you guys come up with.