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.