New FTC Rules and Guidelines – Using Typical Results in Testimonials
The FTC is very concerned about typical results used in testimonials. Here’s another highlight from the interview between Jim Edwards and FTC assistant deputy, Mr. Rich Cleveland.
As a general guideline, the FTC recommends that you avoid using testimonials that are an extreme example instead of those that are closer to typical.
The great tip I got on the call is this. Typical results can be for a sub-group of customers.
For instance, let’s say that you sell an eBook on how to stop smoking. Most of the people who get the eBook never read the entire book and implement what you tell them to do.
As a result, only about 5% of the people who buy your eBook ever see any results. But of those 5% who actually read the book and implement what you tell them, eight out of ten stop smoking. It is a typical result for that sub-group. You know this because of customer feedback, surveys, or testimonials.
So according to the FTC guidelines you could use a customer testimonial something like this:
“I bought “EZ How to Stop Smoking Now” book 4 months ago. I had been smoking for 10 years and had tried so many things that didn’t work. But your book really inspired me, and I started using all the techniques and strategies you mentioned. And it worked! I am happy to say I’m a non-smoker at last.”
However, the following testimonial would be considered misleading and could not be used:
“I bought “EZ How to Stop Smoking Now” book 4 months ago and now I am happy to say I’m a non-smoker at last.”
The second testimonial doesn’t include any of the special circumstances required to get the specified results. e.g. you have to do more than buy the book.
Recommendation: Use testimonials. But if you’re going to include specific results of weight loss or income earned, be sure to include the specific circumstances under which those results were achieved. And stay away from extreme examples.
Personal Observation: I know a lot of Internet marketers who are taking down testimonials because they don’t know their customers’ typical results, either for the whole group or for a sub-group.
What are some ideas about how you can track the results of sub-groups among your clients? Share a comment and let us know.
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If you want to listen to the entire interview between Jim Edwards and Mr. Rich Cleveland, Assistant Deputy at the FTC, you can hear it here: www.igottatellyou.com/blog/ftc-change-interview.
As always, please note that no legal advice is dispensed in this article or on our website, and any information or opinions shared are for educational and entertainment purposes only. If you want legal advice, please seek the services of an attorney for your particular circumstances.
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