The FTC’s Battle – Hype Vs. Benefits – Who Wins?
We’re all affected – copywriters, site owners and even bloggers – by the FTC’s new proposed guidelines aimed at cutting down on hypey claims.
Granted that unless you’re of the cash suckin’, wallet-grabbin’ brand of copywriter, the concept is valid though implementation is tricky.
In a nutshell, the FTC has proposed regulations as to the use of endorsements and testimonials in advertising. They’re only trying to keep advertising honest and transparent. The thought of “how” they’re attempting to do this raises a few questions though.
E.g., if you only list sidebar quotes from a small number (2) of previous customers who’ve had exceptional results, “She lost 40 lbs in 3 weeks…AND developed washboard abs” “His acne completely vanished in 7 days” then it would be considered a misrepresentation of the product or service.
BUT if you were to list the entire spectrum of results from the customers from “Meh! It works okay” to “I’ll never ever use another brand of hemorrhoid cream again!”, then the “reasonable” expectation would be placed in the forefront – all well and good according to the FTC.
So we have to be ever-faithful to the terms of compliance lest the heavy-hand of the FTC smacks down on one’s behind.
One thing to note (I’m in agreement with Perry Marshall on this) is that we don’t always have control over the level of motivation applied by the consumer for the product. This would surely change the outcomes produced by the product, wouldn’t it? The sad majority of individuals buy a product…perhaps look it over for 30 minutes…then place it on the shelf or file it on their desktop, never to see the light of day.
In effect, this new proposal is actually an assessment of the customer, rather than the product. See where this is going?
As copywriters, we have no control over “how” people use a product…or do we? Aha! Here’s where the savvy copywriter will see this as an opportunity for post-marketing copywriting.
Advertisers and product developers will need to obtain better results for their products. Even though they may have a super-duper humdinger of the best thing since sliced bread, they need to follow-through on making certain their customers are getting the most out of the product.
We need to write post-sale copy which motivates the consumer to:
1) Use the product – first and foremost
2) Apply the product correctly
3) Gain maximum results – how often, how much, to which degree
4) Figure out what to do if they run into a problem
5) Feel comfortable to ask further questions
The best way to manage this is by building a relationship with customer lists via copy. Working with them pre AND post-launch on a regular basis.
Blog posts – auto responders – forums…copywriters who know how to use something other than “benefits” for their copy should do okay. However, the copywriter who’s well-versed in “no hype” copy would prove to be a valuable asset in this new climate.
If we know how to create a relationship quickly with customers, and follow-up with a sustained effort, then we automatically boost the success rate of the product based on that alone.
So in summary (that’s just another euphemism for “so sayeth I”), are the FTC regulations going to provide a stranglehold on copy just because they’re control freaks? Not necessarily. Much like the Wizard of Oz, we need to pull back the curtains to reveal the inner workings.
The FTC is employing a heavy-handed approach, but as copywriters, we do owe some level of transparency to the readers anyway. Writing effectively with authentic no-hype is the best way to do so.
Onward!
Terri Dumont
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2 Responses to “The FTC’s Battle – Hype Vs. Benefits – Who Wins?”
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June 4th, 2009 at 10:45 pm
This is a neat and timely post, Terri. It reminds me of an assignment I’m working on for Alex Goad.
June 6th, 2009 at 12:36 pm
Hey DK,
I’m sure Alex has to keep an eye on what’s happening w/the FTC.
This is going to be a big change for “some” copywriters, but for others it’ll be a smooth transition IF they’re used to writing in order to provide value first, profit second.