Testimonials & New FTC Rules

[retta719]

The FTC has definitely given us lots of things to think about before we post anything that might be viewed as a claim or testimonial. Somehow I missed the PDF that was made available, so I'm off to read Lynn' post and get some more information.

[franknvegas]

Here's a link to what Mike Fortin has to say on this whole FTC thing, certainly worth reading: http://www.michelfortin.com/affiliate-marketing/

[David Jackson]

I personally don't put any weight in testimonials and would never make a buying decision based on them unless I knew the person giving it.

I don't buy that for a second. Other people's opinions definitely influence our buying decisions - even if it's subconsciously. If I were to take your statement at face value that testimonials don't influence you - well, you'd be the rare exception indeed.

Because according to Deloitte & Touche USA, “Consumer Survey: Market Transparency," 99% of Internet consumers find consumer-generated online reviews to be credible.

It's tough to argue with those numbers.

David Jackson

[Randy Cantrell]

How To Fix Your Testimonials

http://mikeyounglaw.com/wp/2009/10/1...-ftc-websites/

[pmaior]

David:

I never said that testimonials don't work or that you shouldn't use them, and I won't attempt to argue with your stats.

The fact is that, for me, testimonials mean nothing because they are so overused in the IM market. I scroll right past them and don't even read them. And it's quite a scroll sometimes, 10-20 testimonials.
Consider the fact that to get testimonials for a new product, you usually give away the product in return for a testimonial. Knowing this and the fact that you would not publish negative feedback, how can you put any credence in them? True that their mere presence affects you on some level, I think it is prudent to consider all these factors, and the new FTC guidelines, when using testimonials.

I don't think I'm alone here.

On non-IM ad's I may read one or two, but still will base my buying decision on benefits and features.

Another factor that I think bears consideration is the obvious look of a sales page. Hard to judge since we, as IM'ers, are so used to seeing them, but you have to wonder how many people click away at the mere site of a sales page.(I know I have) Again, I am not saying they don't work, they obviously do, but something to think about, and only testing will tell(something I am too lazy or too busy to do) Actually I have never used a sales page or testimonials of my own, have only promoted affiliate offers. But I would not hesitate to use the tools that have been proven to work, but I would also not ignore my own gut feelings and try other techniques as well. In essense marketing to myself.

Randy, Thanks for the link.

Pablo

[David Jackson]

David:

I never said that testimonials don't work or that you shouldn't use them, and I won't attempt to argue with your stats.

The fact is that, for me, testimonials mean nothing because they are so overused in the IM market.

Actually, there's no argument or debate - at least, not on my part. Like I said in my previous post, you're that rare exception.

David Jackson

[MikeS]

So are the Larger Companies blowing off the rules, or is this type of testimonial OK to still use.

http://www.intuit.com/websites/website-pricing-packages/

(See the testimonials on the right side?)

If this is a bad thing are they just waiting for FTC to act, then point to there attorneys?

[MikeS]

I did some more looking and found this, on Franks page:

But this doesn’t mean that ALL testimonials are this serious. From what I understand, you don’t have to worry about any disclaimers if you’re using testimonials where your customers simply say they like your product, like you, and are happy with their purchase.

…It’s only when you’re conveying a specific result.

[MikeS]

OOPs I looked at the Intuit site again and some do have results showing.

"I found the web builder to be the easiest to use and was able to complete my site quickly. I had over 80 hits on the site within my first week."
Mary O'Dell
Adair, OK

What do you guys think?