FTC Clamps Down On Testimonials & Endorsements
By now you’ve surely heard about the FTC’s new guidelines for testimonials and endorsements in advertising and marketing.
It’s a hot topic to be sure…
Some view it as the living, breathing embodiment of government run amok.
Others feel it’s long overdue and welcome these guidelines in hopes of better legitimizing an industry that is rife with misrepresentation and fraud.
My take is probably somewhere in between.
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What all successful business have… and what every entrepreneur should always be seeking — is greater LEVERAGE
Leverage is the ability to do more, to get more, to create more… using your existing resources.
From an earlier post on the Warrior Forum today…
Much angst is somewhat unfairly misplaced on the shoulders of marketers without proper consideration of the very demands made by those to whom they market.
Paul Myers has a great saying that’s particularly applicable:
Sell ‘em what they WANT.
Give ‘em what they BOUGHT.
Sneak in what they NEED.
It’s always easier to point to failure of the masses as prima facie proof that something sucks than it is to accept the successes of the few who in fact prove the exact opposite.
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Continuities are the flavor of the month in Internet Marketing circles at the moment.
Consequently, we’ve all seen a wave of emotionally charged discussions about the concept, as if continuities were a new discovery.
Nothing could be further from the truth…
Mostly, the uproar surrounds “hidden” or “forced” continuities – as in “I didn’t know I was going to be charged…” or “The ____ was supposed to be free, but if I have to sign up for $39 a month to get it, then that’s NOT FREE…”.
Affiliates focusing too much on the freebies and marketers under-representing the “catch” seems to be the recurring theme where most of the major griping is concerned.
Fortunately or unfortunately (depending upon which side of the fence you market to) The Great Continuity Debate appears to be largely restricted to “marketers marketing to marketers”.
Whatever your business niche might be, you should not let cynicism or clumsy sales practices discourage you from considering how continuities can exponentially increase your profits.
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A growing undercurrent online is producing a wave of unreasonable demands which are very unhealthy to the overall marketplace, IMO.
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