First question: how effectively are you using testimonials and endorsements in
your business?

What?

You’re not using them?

I’ve not seen a business yet (in any market or niche marketing to any type of
customer – business or consumer) that shouldn’t be using them – remember that
people will believe what others say about you much more than they’ll believe what
you say about you.

Whether offline or online, testimonials and endorsements have long been proven
to help you in your marketing and selling efforts…as long as they’re done
right.

Second question: Are you aware of and in tune with the most recent FTC statements
about what you need to be doing with your testimonials and endorsements.

Let’s just say that the game has dramatically changed, and if you are operating
in violation of the guidelines that take effect December 1, 2009, you’re at risk.

One of my early clients was a young guy from Macon, GA named Frank Kern. He was
one of the early successful internet marketers, but he ran afoul of the FTC. You
can do your own searching online about his history, but let’s just say that they
basically took everything he had.

He’s risen like the Phoenix to now being recognized as, in my opinion, one of the
top online marketers in the world. He no longer lives in Macon (he likes the view
of the Pacific from LaJolla much better.  I do respect his knowledge. Here’s a
recent post from his blog giving his perspective on the new guidelines. You really
need to read this and pay attention.

Here’s another blog post that I found interesting.

And I highly recommend you look at the actual FTC Ruling to get its perspective.
Finally, here’s the actual FTC document.  I suggest you print this off and have your
attorney review it compared to how you’re using testimonials, both offline and online.

Why this subject this week?

While you need to have the right attitude and thoughts about moving your business
forward, you also need to execute with speed and do the right things. Operating
within the legal requirements focuses on the latter.

While many people will run and hide, those business people who understand the FTC’s
position and operate accordingly will, in my opinion, give themselves what might
be a significant competitive advantage.

Which will you do?