Have you heard the latest FTC hoopla?<\/p>\n
The gummint “chatter” about how they are reviewing the testimonial laws and (from what I’ve seen) making them so tight, it won’t hardly even be worth using<\/em> testimonials anymore?<\/p>\n Well, nobody really knows what’s coming down the pike.<\/p>\n But a lot of marketers seem pretty freaked out by the idea.<\/p>\n Me?<\/p>\n I rarely rely on testimonials (even if I have them) to do my selling for me. <\/p>\n They are, in my opinion, one of the weakest forms of proof out there right now since they’re so easily manufactured and since most sound completely canned anyway.<\/p>\n Hey, don’t get me wrong.<\/p>\n I LOVE using testimonials. <\/p>\n And I use them in my own ads when possible. <\/p>\n But this lame idea that you “need” testimonials is a myth. (I can remember at least one time where testimonials HURT my response.)<\/p>\n And you know what? <\/p>\n If you can’t sell without testimonials, you got bigger problems.<\/p>\n Probably with your positioning, story-telling or (most likely) with your message to market match.<\/p>\n Anyway, here’s my point:<\/p>\n Don’t let the FTC’s latest brain fart shake you up.<\/strong> <\/p>\n If you focus on learning to sell<\/em> using the natural (never changing) laws of human behavior and basic sales psychology, you got nuttin’ to fear from the FTC boogeyman. <\/p>\n In fact, do you know what? <\/p>\n Since so many other marketers tend to rely on testimonials (instead of learning how to SELL), you’ll be WAY ahead of the game.<\/p>\n Just use their ignorance<\/em> to your advantage.<\/p>\n Ben Settle<\/p>\n P.S.<\/strong> For dozens of ways to sell without needing so much as a single<\/em> testimonial, check out my new book Crackerjack Selling Secrets<\/strong>:<\/p>\n <\/p>\n