Testimonials can kill your business! (FTC Ruling)
The Federal Trade Commission’s new ruling on the use of testimonials came into effect on the 1st Dec 09. If you use testimonials in your business, you need to read this. On 1st dec 2009 the rules that set out how you use testimonials in your business as a selling and advertising tool changed. Typically, most companies out there show their best testimonials to advertise and sell their products and services. It makes sense to do so, of course (why would you show complaints or anything less than your best feedback?) However, The Federal Trade Commission has decided that this is (or can create) misleading advertising. The problem is that the testimonials don’t always reflect the average user experience. For example, if you searched the Internet (before today) for an online course in Marketing, you’d probably find dozens of websites with fantastic testimonials plastered everywhere showing how people who took the course became very wealthy as a result. And here is where the ...