Warning: mind your testimonials!
On 1st Dec 2009 the rules that dictate how you use testimonials in your business as a selling and advertising tool change.
Generally, most companies use the best testimonials they have as part of their persuasive sales message. The problem is that the testimonials don’t always reflect the average user experience.
For instance, if you searched online before today for a course in Internet Marketing, you’d have come across dozens of sites with glowing testimonials and claims based on people who took the course and became very wealthy as a result.
And there it is: those results are not typical. It’s usually the case that 99% of the other buyers didn’t become rich, and many of those didn’t even recoup their investment.
The Federal Trade Commission has decided that this is misleading advertising, and no longer is a small disclaimer that states ‘these results are not typical’ good enough.
You now need (legally) to make it very clear what it is that you’re selling, and the testimonials you use must illustrate the average experience.
Failure to do so can result in a fine of around $11,000
There are also additional guides that state that you must show your trading address in your contact page, as well as have a terms and conditions page with your trading address (again) and so on.
I’m not yet familiar with the whole ruling, but the gist of it is not to create what could be viewed as misleading advertising by showing only the extremely positive testimonials – if these don’t show the average user experience.
That’s my take on it.
If your customers are extremely happy with your products or services and they all give you glowing testimonials, then that shows the average user experience so you should be fine (that’s my take also, not the FTCs).
The bottom line: use the testimonials that show the average user experience and don’t hide your contact information.
You can get the FTC’s document here
Jose Gonzalez, SEO, SEM, IM & Conversion Specialist
Hire me as your personal SEO: call 0844 247 4270 (local rate) or click here
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