On Dec 1st the US Federal Trade Commission is bringing out new rules for advertising by testimonials or endorsements.

Here is what one copywriter said...

"My testimonials are coming down ... til I see which way the wind blows, for at least 6 months to a year."

Incredible!

Has the FTC really banned testimonials?

No, certainly not.

But they have set new 'guidelines' they plan to enforce.

And I have found you a couple of ways that you might be able to work this to your advantage.

But before we get to that,

-> What are the new rules for testimonials?

A rough summary of the FTC's key new guidelines are that
testimonials or endorsements...

- will need to be 'typical' or include the 'typical' results along with them [that would crack down on lose weight, make money products, etc etc who have hidden behind the phrase 'results not typical'.]

- "advertisers and endorsers may be liable for false or
unsubstantiated claims made in an endorsement" [if you are the one claiming it then you better be ready to stand behind it. Sure.]

- must include full disclosure [so freebies, kickbacks, commissions etc must be clear, and to simplify things don't give compensation for testimonials.]

The wording in all these is loose, so it really comes down to how the FTC wants to apply these rules. That's the reason for the frantic comments like at the top of this email.

But let's get to two bits of silver lining.

1. It's a really great time to get testimonials.

Why?

Here's a quote from copywriting legend, and ultra-level-headed marketer, John Carlton, on his blog...

"[Testimonials] remain powerful tools for anyone in business. (In fact, let's hope, real hard, that your competition gets so scared that they never use testimonials again in any way, shape or form.)"

Exactly!

Zig when the rest are sagging.

Go get more testimonials (or if you have none, get those first few.)

Just make sure you can contact the person later, if you need to make changes once the FTC 'guidelines' settle in.

2. If you are marketing online then here is some great training material courtesy of the FTC.

It's from a guy I trained with, Jeff Walker, and Jeff is hands-down the best marketer I know for building frenzied word of mouth, and giving step-by-step for others to build it too.

Jeff uses video Case Studies in his marketing, but the FTC ruling means from December 1st that has to stop.

So before then, he's opening up all those Case Studies for a last chance to see them.

I've just finished watching the four he put up today, and the final one was under 5 minutes, and a great example of marketing that is solid relationship building at the same time.

But the Case Studies are only for this week.

http://www.wordofmouthmagic.com/resources/plf/

Testing the new FTC Disclaimer: If after opting in for Jeff's no-cost material you end up buying from him, then yes, I do get a commission.

http://www.wordofmouthmagic.com/resources/plf/

-Martin Russell