MARKETING & NETWORKING ISSUE

In This Issue:

• A Note from Danielle
• Grateful Moment
• FEATURE ARTICLE: FTC Guidelines: Be Totally Honest
• Find a Virtual Assistant
• About the VACOC

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A Note from Danielle...

By now, I'm sure you've at least heard of the FTC's updated guidelines concerning the use of endorsements and testimonials in advertising. I'm not sure yet how I feel about them. On one hand, if you have not read them in full yet and are only operating on what you presume they mean, it might seem like an extra burden. On the other hand, if you've been operating and marketing honestly all along, you really have nothing to be concerned about. It's been very interesting to me to watch sales organizations and the other Internet marketing types back off from many of their hypey, misleading and often flat-out dishonest claims. And that can only be a good thing.

Yours in goodness and success :)

Danielle Keister
Founder & Virtual Assistant Expert
Virtual Assistance Chamber of Commerce

This week I'm grateful for...

Gloria Luzier of Superior VA Solutions LLC - just because I am. :)

We Love Hearing From You!

“I enjoy seeing other entrepreneurs' home offices. You have a fun and inspiring space.
I really appreciate you sharing the stories behind the pieces in your office. Great newsletter! — Barbara Trulby, Virtual Assistant Plus.

What did YOU like in this issue? We would love to know what you find helpful or enjoyable about our little ezine here. Since we write this for you, your topic ideas are always appreciated as well. Let us know!

- FEATURE ARTICLE -

FTC Guidelines: Be Totally Honest

Cyberspace has been humming in recent months about the Federal Trade Commission’s new “Guides Concerning the Use of Endorsements and Testimonials in Advertising” (16 CFR Part 255), and with good cause. These guidelines affect every individual and company that communicates using electronic media (websites, blogs, newsletters and social media outlets like Twitter® and Facebook®). Even “mommy bloggers” now must be careful about touting products.

It is not surprising that the FTC stepped in with these new guidelines. With so many new ways to push products and services, social media marketing has exploded. The Word of Mouth Marketing Association (WOMMA) states that advertisers spent $1.35 billion on social media marketing in 2007, and WOMMA forecasts it will reach $3.7 billion by 2011.

It is important to understand that the FTC is not out to inhibit free speech on blogs, or impose rules on Internet advertising that do not exist in the brick-and-mortar world. It simply is trying to protect consumers from false or misleading advertising.

Briefly, these new rules tell us:

1. NO DECEPTIVE ADVERTISING: Customers depend on what you say to be the truth when they make a decision to buy. Do not mislead them with your statements, or omit information that customers need to know before deciding to purchase. Example: If the price of a product does not include shipping charges, you must state that.
   
   
2. SUBSTANTIATE YOUR CLAIMS: One example of this is weight loss products. If your ad shows someone who lost 50 lbs. in three months, you can no longer simply add a small disclaimer that says, “Results may vary.” You must disclose the generally expected performance of the product. If the ad states, “tests show X,” you need to have solid evidence that real tests show at least “X.” If you use testimonials to promote your product or service, they must be from real customers or clients, not your mother or best friend.
   
   
3. DISCLOSE, DISCLOSE, DISCLOSE: If you promote a product that you purchased with your own money, used, and liked or disliked, you have every right to tell others about your experience. However, if a company gives you a product to try, or pays you to review a product, whether what you write is positive or negative, you must disclose your affiliation with the company.
   
   If you write something about a product in your blog that turns out to be false or misleading, you can be held liable. Advertising agencies and product manufacturers also may be liable, since they have the responsibility to make sure their social media endorsers are following the FTC guidelines. Celebrity endorsers can be held liable for deceptive advertising, even if they are reading from a script.

The long arm of the FTC can also reach to website builders, who must now make sure the ad copy they insert for their clients does not violate the guidelines.

Resource: To read details and more examples, download a copy of the new guidelines at http://www.ftc.gov/opa/2009/10/endortest.shtm

About the Author: Prior to establishing her Virtual Assistant business, Toni McNulty's corporate roles included HR administrator, legal secretary and law office manager. She has lived and traveled all across the U.S., and is inspired to write to share her experiences and insights. She currently lives in the Big Thicket of southeast Texas with her computer, stacks of books and at-the-ready fishing poles. To learn more about how Toni can help you in your business, visit her website Virtual Assistant Toni.

© Copyright 2010, The Portable Business™. All U.S. and International rights reserved. You may print this article for personal use or republish it online only if it is left unaltered and used in its entirety, including bylines, links, copyright notice, resource and author information. Contact the author for any other permission.

Why You Need a Virtual Assisant

Marketplace

SCRATCHING YOUR HEAD? Have you been wondering what this administrative solution called Virtual Assistance is all about? Not to worry! The Virtual Assistance Chamber of Commerce has written an online guide to answer all your questions: The Client's Guide to Virtual Assistants.

Find a Virtual Assistant Today

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About the VACOC

The Virtual Assistance Chamber of Commerce was formed by industry veteran Danielle Keister in 2006 as a professional association devoted exclusively to meeting the unique business needs of independent administrative consultants everywhere. Our community is passionate about helping each other grow stronger, more financially successful practices that bring us greater personal happiness, freedom and client satisfaction.

DISCLAIMER: Neither Danielle Keister nor the Virtual Assistance Chamber of Commerce™ endorses the accuracy or reliability of any of the paid advertisers above nor the quality of any products, information or other materials displayed, purchased or obtained by you as result of an offer in connection with any ad. Please do your own due diligence BEFORE purchasing any product.

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