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Borrowed Credibility in Copy - Where's Ethical Line?

by MaxReferrals
5 replies
Seen some comments recently about Joyner's sales page with Oprah on it, other comments about addressing skepticism early, etc... using others lightly within your copy to diffuse skepticism.

Got me thinking: Where's the ethical line on this?

This isn't a dig on Mark's brilliant sales letter. But it brings up and interesting point. Obviously, Oprah didn't give Joyner a testimonial. Yet he's using her name and image to associate "inferred" credibility to his copy points. Good for him. Good for his writer.

But I'd like to here from some pros here on where that proverbial line is ethically or legally.

Thanks
#association #credibility #ethical #power
  • Profile picture of the author Jag82
    "Borrowed credibility" is fine and in fact, an often-used copy tactic.

    It's legal and ethical as long as there's no misrepresentation
    or false claims (e.g. that Oprah directly endorse Mark Joyner in this case).

    Best,
    Jag
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  • Profile picture of the author Vincenzo Oliva
    I don't even think Mark writes his own sales copy but it will work as long as he gets away with it. All it takes is 1 letter from Oprah's lawyer to "Cease and Desist."

    AS long as he's not falsely claiming Oprah endorses the product I see no problem with it.
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  • Profile picture of the author Bruce Wedding
    I'm using the hell out of it on a letter I wrote for myself. As someone said, if you're upfront about the association, not a problem.
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  • Profile picture of the author Zentech
    If you're asking where the ethical line is, then it's likely you already know. What you're really looking for is an external source to tell you something different from what your conscience is telling you. Stop doing that, and listen to your conscience.

    Hope this helps.
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    * Stupid Offer: Killer Sales Letters ***$897*** Just For Warriors. Ethical Clients & Legit Products Only. *
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