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Do you ever use "Expert" quotes - who arent directly endorsing the product

by Ashley Gable
12 replies
Do you guys ever put quotes from experts in your market into your copy?

Lets say for example you are selling solar panels:

Getting a quote off the internet from some expert that essentially endorses solar panels but not your solar panels?

Just the "idea" of solar panels.

I know in mass control Frank talks about this, he called it something like "borrowed credibility" or something like that.

Do you guys do it? Is there a way to not make it seem like you are trying to use it as direct endorsement?
#directly #endorsing #expert #product #quotes
  • Profile picture of the author Tina Golden
    Why not? As long as you're clear that the comment is about solar panels in general, I don't see a problem.

    Use that for credibility on the general item and then after, tell them what makes your version of the product better than the others.

    Tina
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  • Profile picture of the author Kevin-VirtualProfitCenter
    As Frank Kern says:

    "Using other peoples' quotes allows you to 'borrow' their credibility and makes the prospect more likely to buy."
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    • Profile picture of the author The Copy Nazi
      Banned
      Originally Posted by Kevin-VirtualProfitCenter View Post

      As Frank Kern says:

      "Using other peoples' quotes allows you to 'borrow' their credibility and makes the prospect more likely to buy."
      I've been "borrowing" Frank's credibility for the last six months - in case you hadn't noticed.
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      • Profile picture of the author RickDuris
        Originally Posted by Metronicity View Post

        I've been "borrowing" Frank's credibility for the last six months - in case you hadn't noticed.
        I am working with a personal fitness trainer who trains people for action movies. He's not allowed to borrow the credibility, or even say the movie names in print, unless he pays a %. The movies he works on are VERY well known.

        Also, Disney is ruthless for do such "licensing" things.

        Borrowing credibility is extremely powerful.

        - Rick Duris
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        • Profile picture of the author Kay King
          Borrowing credibility is great if you do it right. Can cause problems if you just take what you want and use it any way you want. I assume you know that - but newer people reading this might not.

          Getting a quote off the internet from some expert that essentially endorses solar panels but not your solar panels?
          Depends on where it was quoted - and whether that person will mind being used as a promotion for your product. If he has an article or blog where he makes that statement - it could be problem.

          It's not a bad idea at all - but requires common sense and being aware of copyright, etc.

          kay
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          • Profile picture of the author marciayudkin
            Lets say for example you are selling solar panels:

            Getting a quote off the internet from some expert that essentially endorses solar panels but not your solar panels?

            Just the "idea" of solar panels.
            I agree this is a powerful credibility technique. However, you need to do it very carefully, so that the average reader will not get the mistaken impression that your expert is endorsing the specific product.

            From what I've read, Oprah Winfrey sued a whole bunch of people for using her name in this way.

            And I know that if someone attempted to use something I wrote to promote a product of their own, I would be talking to my lawyer right away. Don't forget that even if a legal case gets dropped or lost later, there could be heavy legal fees you're responsible for.

            Don't forget also that lots of people have Google Alerts set up around their names, so you need to assume that if you're doing this on the web, your expert will see your promo.

            Marcia Yudkin
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          • Profile picture of the author Ashley Gable
            Originally Posted by Kay King View Post

            Borrowing credibility is great if you do it right. Can cause problems if you just take what you want and use it any way you want. I assume you know that - but newer people reading this might not.



            Depends on where it was quoted - and whether that person will mind being used as a promotion for your product. If he has an article or blog where he makes that statement - it could be problem.

            It's not a bad idea at all - but requires common sense and being aware of copyright, etc.

            kay
            This is what I was worried about. The niche I am in the "experts" are actually more of research centers, publications, and "groups".

            I dont think I will get introuble though, my affiliate sites have three (yes 3!) affiliate disclosures on each page, The side bar, the footer and in each article itself.

            So I am sure I can word it in that these people or organizations are actually endorsing me or the product.

            Thanks Kay!
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  • Profile picture of the author Andrew Gould
    You don't have to stick to just quotes, the last piece I did included this:

    A 2003 study by women's health researchers at the renowned Saint Louis University discovered that having a structured exercise plan is the only way to lose postnatal weight and that not losing the weight puts you at a far greater risk of obesity in later life. This is backed up by similar research at St. Luke's-Roosevelt Hospital Center in New York and at Gundersen Lutheran Medical Center in Wisconsin.
    Any study or other scientific research that confirms what you're saying's true is a great boost to your copy.
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    • Profile picture of the author wjtyoung
      Of course you should use them if they fit. Not an exact example, but one of the best ones is Joe Sugarman using the quote from Al Gore from his trial. Nobody buying Sugarman's stuff (or almost no one) has any idea the context the quote was made in and it is a huge credibility boost.
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      • Profile picture of the author Ashley Gable
        Awesome thanks for all the replies.

        I was pretty sure it was okay, but with the whole ordeal with the new ftc guidelines still in the back of my head, I just wanted to be sure.

        Thanks again

        I found a couple of real quotes I can use, so I am glad to hear it.

        Ashley
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      • Profile picture of the author MontelloMarketing
        Originally Posted by wjtyoung View Post

        Of course you should use them if they fit. Not an exact example, but one of the best ones is Joe Sugarman using the quote from Al Gore from his trial. Nobody buying Sugarman's stuff (or almost no one) has any idea the context the quote was made in and it is a huge credibility boost.
        And conversely I use a Sugarman quote on my own page.
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