Obtaining Realistic Results Isn’t
Difficult If Planned Out Properly
As an industry, we are all aware of the importance
of following the most basic required principle of
testimonial management: testimonials must be
authentic — unpaid and uncoached in any way. If you
follow this principle, only then can you begin to understand the true importance of powerful testimonials and
However, shouldn’t we strive for powerful testimonials
with compelling realistic results — results the average
consumer can expect? Wouldn’t it be great to see “results
are typical” instead of “results not typical” at the bottom
of the TV screen during a compelling testimonial?
As an industry, we perpetuated this situation by showering the consumer with ads pitching results that are unattain-
able by most. For example, one would think that the guidelines laid down by the authorities on weight-loss products are the
simplest to follow: no more than three pounds per week of weight loss is considered safe and a three-pound loss each week
beyond four consecutive weeks is not to be considered safe. That’s
“right: the Federal Trade Commission (FTC) says that no more than three
If your program works pounds per week for up to four weeks ( 12 pounds) is considered safe.
Yet, we still run into companies demanding that more group partici-
and you realistically want pants lose more weight per week in testimonial trials.
testimonials from users who What’s the bottom line? If a weight-loss program, including exer-
cise, works, the two-to-three pound mark of weight loss per week is
lose around 20 pounds, then considered the high end of safe and acceptable accomplishment.
you should plan out no less Making claims of an average of four-to- 10 pounds lost per week from an overweight person is not considered realistic or consumer-safe in
than 10 weeks to the best of environments. Depending on the program, it is possible an
individual or two may achieve some atypical results. However, if your
scientifically test the program truly works, and you want dramatic visuals of losses, then
program. ” extended time is what you need to generate the higher but safer weight loss numbers. For example, if your program works and you realistically want testi- monials from users who lose around 20 pounds, then you should plan out no less than 10 weeks to the scientifically test program. Again,
it is always possible that atypical results occur on a few, however, if your weight-loss program
works and you want significant, documented losses and visuals, there’s only one answer: get real
and give it time.
It is understandable that, with a time crunch, the production company does not usually have
10 weeks to spare for a testimonial program. However, rushing the rate of results simply does not
allow you to put your product’s best foot forward. Plan ahead and give your testimonial group the
time it needs to prove your product’s capabilities. It has been our experience that, if at all possible, it is a good idea to wait for the testimonial group participant feedback before scripting a
show. Many times, things learned from the test group — like the rate of result, likes, dislikes,
comments and suggestions — help to mold a more effective script and sometimes help to make
a better product. ■
Take 2 Direct specializes in providing
uniquely creative and highly responsive
commercials and campaign management.
If you want to sell your product and need a
company that has the creative vision to
drive the call, as well as the practical
experience to manage the intricate back-end process, contact Take 2 Direct CEO
Adam MacDonald at (714) 979-5555 or E-mail him at firstname.lastname@example.org.