At the beginning of this video I’m calm cool and collected, but a few minutes in I start to get real wound up.
[mc src=”http://perry.videos.s3.amazonaws.com/ftc_winning.flv” type=”video” autostart]ftc_winning.flv[/mc]I was at a marketing conference in Los Angeles last week and everybody was talking about the Federal Trade Commission’s new rules about testimonials. The FTC wants us to start selling “average” instead of selling performance and success. Frankly it’s disturbing.
In this video you’ll hear stories about….
- A guy who felt guilty because his “average” customer did nothing at all
- A guy who’s risen to the very top of an ultra-competitive profession in just a few years, and a very interesting factor in his background that does *not* surprise me one bit
The video is 13 minutes and I know you’re busy. But I think you’ll find this worth your time. It’s not possible to buy anything from this video at all. But it will give you keen insight into what kind of game you’re playing every day when you get out of bed and choose to SELL.
As you’ll see, I’m very passionate about this. I hope you are too.
I’d love to hear your comments. Post them below.
Perry Marshall
My previous blog post about FTC Regulations and the 80/20 Rule
Share This Post
About the Author
Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.
He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.
52 Comments on “Staying average vs. WINNING”
This post reminds me of what the owner of a very successful company and inventor or all its’ products told me one Saturday in my young engineering career.
I was working directly with him on the design of a new product when I mentioned that what we were doing was quite challenging. He looked at me a said “We should all thank God that its’ difficult”. I looked at him, with question and he continued “If everything was easy, we would all be out of a job.”
Your products are like this as well, to be quite honest, I really DON’T want everyone to read and implement your ideas. I would just as soon they purchase them and become to lazy to implement them. It would make my job a lot easier!
Thanks for all the great info-
Gary
Hi Perry,
Great commentary about average vs. achiever. Here’s a good little story on perspective b/w a couch potato and an achiever.
I had never been able to draw but always had it on the back burner like many others. I finally picked up a few books on drawing last summer from the library, one of which really opened my eyes. In only a few short weeks I went from fifth-grade drawing skills to some really nice work. In the middle of my perspective drawing my roommate comes downstairs and sees me deep in concentration. I’ve spent a good chunk of time on it and it is turning out very well. I show her my drawing of my kitchen and ask for her opinion. She looks at me as if I were crazy and asks, “What, are you bored”? This is coming from a girl who stays in her room all day watching T.V.
To each their own, but for me “average” will just get you to stay on you butt and probably
sabotage yourself to WINNING!
Thanks Perry!
Kevin
Be Average Or Well Above Average:
I took with great interest your subject on the video Staying Average VS. Winning.
I certaintly aggree with your objection on the FTC rulling on us business people having to give an average on how well our business is to work. For heaven sakes how are we suppose to know there are so many varables like if a person wants to be average then he/she probably has the mantality to be working an 8 or nine hour job and should not even consider a business. What am I going to send out emails to everyone who for example buys my business program to see if how average they did with my program.
In closing I think the FTC has to get a reality check and live in the business world.
Kenneth
If you want to be average, work for the FTC.
;-)
“If you want to be average, go work for the post office.”
Perry, you need to use a new example.
The average federal employee earns MORE than the average civilian.
Hi Perry,
This is truly ‘the daily mirror’ to tons of people. I have some friends and clienst that are not pulling of their seats to get into action. They have knowledge and experience of subjects, people would love to learn from them.
When they take the first steps, it is amazing to see what it does to them!
As always, fantastic words of encouragement and EXACTLY what we ‘free radicals’ need once in a while to keep the steam engine running at high speed. Without sounding too immodest I built my first successful ‘money machine’ website this year with the mentorship of Perry’s materials, and the site is cranking out dollars daily. Watching sales double monthly has been exhilarating (as apposed to the dismay of watching my first website machine guzzle the dollars that fueled it and fail miserably). However, I didn’t see the first attempt as a failure, simply a learning curve. If I had not have done this my successful site would have never been. So, as for but-kicking words, I am grateful for them, hence yet another new ‘machine’ in the pipeline.
Perry, great video! I had a similar reaction to the FTC news. Right now I’m teaching a 16 week teleseminar course that offers personal coaching if wanted. Guess how many have taken me up on it?
One guy, and he’s smokin’! The rest? Who knows?
After the FTC news I added the following to my Disclaimer notice:
TESTIMONIALS PROVIDED ON THIS SITE ARE EXCEPTIONAL RESULTS THAT DO NOT APPLY TO THE AVERAGE PURCHASER AND ARE NOT INTENDED TO REPRESENT OR GUARANTEE THAT YOU OR ANYONE ELSE WILL ACHIEVE THE SAME OR SIMILAR RESULTS. AS ANY PERSON IN THE PERSONAL DEVELOPMENT BUSINESS WILL TELL YOU, THE TYPICAL PURCHASER OF THESE TYPES OF PRODUCTS DOES NOT STUDY THE MATERIAL DEEPLY, DOES NOT DO THE EXERCISES, DOES NOT USE THE FREE COACHING OR CONSULTATION, IF OFFERED, AND DOES NOT APPLY THE MATERIAL TO THEIR LIFE. AS A RESULT, THEIR ACHIEVEMENTS ARE MARGINAL AT BEST.
It’s sad, but true.
Wes
Thanks for the video Perry but..
..although it is only 13 minutes long most people are posting videos these days and I just don’t have the time to sit and watch them all! I have time to LISTEN to audios in my car while I commute so I end up converting long videos to audio (which also takes time and effort). Most videos don’t lose any content in audio format. So is there a video player you can use that offers an mp3 download as well? I can’t be the only person that would benefit.
Great message. I have to admit I don’t get to your site much lately. Definitive Guide to Google Adwords was great and I agree that people should strive to be above average and thus want to see above average testomonials. I’ll check back more often as I can always use some great advice and information. Thanks.
Very strong message Mr Perry
It is interesting to be following you
and having your commentaries to consider.
Thank you
Martin R
C’mon Perry- get with it.
Fiction and a “how-to” book are NOT the same thing, and not comparable.
If your client doesn’t have anyone who follows what he says, then he could take a LITTLE responsibility. Look, I could sell you on “How to be an NBA star” and the book could say “Be born tall, and practice 24 hrs. everyday”.
Boom- I’m suddenly covered? No.
The ruling was more about trying to rule out the crooks, and they probably went too far.
I’m sorry that you feel tied down and your art unappreciated, but it was just an attempt at getting rid of the Total bullshit that you KNOW exists: “I got ripped in 90 days” is the latest, and although we KNOW it’s a bullshit blog, most people don’t, and they buy.
“They should know better then believe that garbage” marketers say. No- How about “No one should say that garbage”?
It sounds like your client is struggling with whether or not they were actually HELPING anyone. If no one does what they he suggests, and no one is helped- then he SHOULD give it up.
All that being said, the ruling probably DOES go too far. They’ll probably realize they went too far, and it’ll change again. As for “results” and 80/20 stuff, showing what your ACTUAL average customer does (maybe the average of the people who use it) isn’t asking too much at all- it’s about integrity and truth.
Marketers are FAR too eager to hide THAT these days.
What is “average”?
Different people will set up different criteria to meassure/assess the same event/result.
Merchant’s ability to provide verification for all testimonials used, should satisfy FTC’s theorists.
I really like Perry Marshall. The real “no-nonsense” Internet guru. Other Internet gurus are just keep blasting their email list to sell something….. Perry Marshall, on the other hand, is blasting his email list to educate and motivate people to become “extraordinary” in online business.
If you’re doing Internet Marketing, Perry Marshall is the guy you want to listen to.
Cheers,
Leon.
True True True
99% of the battle is just sticking around. Most people won’t even stick around for heavens sake. Then they wonder why they can’t succeed. Or worse they say things like it is all a scam.
The only scam is what they have convinced themselves to believe.
Losing is easy….Winning takes work. Most people do not want to work. Enough said.
I understand where you are coming from but in some ways I can see why the FTC are becoming involved. I joined up with a IM promoter selling “a course” , the next thing you know some sales heavyweights from a different company phoned me and said they were the guys responsible for training up this company ( RJ ). They stealthily tried to fish for financial information so they could determine what I could afford and then I was handed over to a mega con artist. This person deliberately lied to me when I asked what it costs to run such a business. He said-“Only the hosting fees and the domain name,” They sucked 2k out of me and their trainer did not even know how to work html! They had the refund policy stitched up legally to be near impossible to implement. Now I have to shut up shop because I have no money left for advertising. If I had the conversation recorded for proof, I would be suing this company for deceptive marketing practices. They told me how I would be successful but deliberately left out critical details. This is why the FTC is getting involved. Don’t get me wrong , I told Charlie Page on one of his blogs that only Perry Marshall and Charlie Page have I found to be honest in this business. What are people selling? -Concepts on how to sell others concepts- ad infinitude.
We are taught to blow things out of proportion and sell a big fantastic illusion. As in everything there are the good guys and the bad guys- including the FTC.
Tim,
Sorry for what happened to you. I think you have more power with respect to this vendor than you think you do, and I think you can get a refund if you force the issue.
Perry
Great video.
Hi Perry,
Love the video. Your right! I sell an information product teaching my students as well and if even 1% did something with this stuff I would have a ton of great testimonials.
You would be surprised how few take me up on a Free 30 minute Bonus consult session. I am actually willing to give my personal time and attention to help them.
But what happens is that they buy my product and that’s as far as it gets. I used to have an average JOB as a Bus Driver then I broke free into my own business that I have now been running successfully for over 11 years now.
There was absolutely No way that I could drive the same streets for 35 years going around in circles. Plus because I broke free from the pay check many doors have now opened up that I would never had known about if I had just kept driving that bus!!!
Thanks,
Chris Robertson
Hamilton, Ontario, Canada
I think the 80/20 rule applies to being average as well. 80% do not implement, do not even read what they buy and somewhere along the line assume the world owes them a living. They are ‘entitled’. It is that mindset that wants to hold the 20% results oriented people back, it makes them look better than just average.
The FTC is (IMO) a game playing political organization that will cow-tow to the wishes of the 80%. But… just because there may be tighter restrictions on the 20%, it is that 20% that will figure out how to win anyway. Make all the rules you like, I’ll follow them to the best of my ability, but you can never do 3 things to me: take away my birthday, eat me or make it so I cannot win!
Nothing can be done for that 80%, you said so yourself in the video; you just had to stop trying. Hang out with winners, have a ‘can do’ attitude and keep a high work ethic no matter how ‘easy’ ‘they’ tell you it is and you will be a winner too.
Some like you and Glenn (in my mind) meet the criteria of the 95/5 rule. Someday, I will also. to believe otherwise is just not in my DNA. (Fact is, when I hit that, I will go for the 99/1 rule!) I think less than 2% of people are introspective and always try to be better at whatever they do, be it mental, physical, emotional or spiritual. Cosmic FingerPrints PROVE you are in that 2%. It can be frustrating trying to help the others, but if we didn’t try, we’d not be happy, but it can be a challenge.
Thanks for the video,
Mark
Thanks Perry, more flow of wealth and power to you!
Oh yeah…
Disclaimer: The author and publishers best efforts have hit the target:)
Perry–
There are too many frauds out there who are selling lies- and the product simply does not work. Its one thing to not implement a system. Its another to be selling a lie.
They make a bad name for selling on the internet.
I described what you do to a friend as, “Timeless techniques in a new medium.” Your method is hard, long, and yes, guarantees results.
Only above average people can really put it to use.
Thanks for the post,
Jeff
SEMA? You spoke at SEMA? Not Fair!!!
although I live in Washington State I was in Southern Calif and was toying with the idea of going to SEMA since I have been a rabid hot rodder for the past 50 yr. Didn’t do it.
I would have changed plane reservations if I had known. Do you list events around the country that you speak at?
Bill Ward, Renaisance Club Member
Bill, I SHOULD list such events! Sorry to have missed you.
As your penance for not letting us know in advance that you would be at SEMA, can you do one of the monthly recordings about the best use of your strategy by a company there?
Can you elaborate?
Spot on Perry and a nice angle on the “why” we love the competitive direct response game.
Timely for me as today and yesterday I was feeling “tired” – gotta get off my *&%^ AGAIN to persuade people to buy? Why don’t they just keep buying?
But as you explained, it’s a continual high-energy sport and just because one day I experience a “low” doesn’t mean I can’t get back in the game.
Good way to think about it, thanks.
Excellent video.
Particularly the very end.
You are also right about the obligation stopping at the providing of quality information. (Talking about info marketers).
Cheers for the video, well worth the time.
regards
Simon
Nice one.
Straight, no bullshit advice.
Absolutely right, Perry!
I love direct marketing and I love using Google Adwords to do it.
I will NOT be average!
Direct marketing as a contact sport – I love it… Keep the passion!
Accepting average is a way to go broke. Those who wish to settle for average should exit the direct response marketing world for sure.
Many people are trying to get into the credit repair business right now. Why? Because of the notion that more people need credit repair now than ever before. This notion may be right, but this is the wrong time get into credit repair. Confused?
Let me explain. The average person who needs credit repair right now is doning one thing: nothing. Two or three years ago there were lots more people seeking out credit repair information, simply because they wanted that piece of the American dream called a home. With the mortgage and credit crunch that exists today, that incentive is largely absent.
The average person is good at doing just that: nothing.
Love it, love it! I am feeling re-invigorated as a female who loves extreme sports AND direct marketing! Way to go, Perry, another awesome video.
Kris
Perry,
I think the issue goes a bit beyond being “average”. Dan Sullivan (Strategic Coach) says there are two economies – the results economy and the time and effort economy. Most people are in the time and effort economy, that is they get paid for their time and effort. You and all other entrepreneurs are in the results economy – you get compensated for results. You get to eat what you kill.
Far too many people – the wanna be entrepreneurs – do not understand the results economy. They see what you and others do, where you are now and how it looks so easy. They fail to see the long, difficult path you took to get where you are. They want the rewards but are not willing to do the work. They want to get paid for putting in time.
Glenn Livingston did an interesting blog a few days ago about how making money was boring. You learn how to make the $300 and then do that same thing over and over. It is not exciting, just work. Most people are allergic to work. They want the excitement and the rewards, not the work.
About the average results …. I don’t believe it will matter what you say. Marketers have said for years that your results will depend on your efforts and still people believe that the magic is in the next course, tactic or technique. The Powerball tells you the odds, yet people buy tickets each week.
Too many people are buying hope, dreams, their chance at the lottery. And they put the courses on the bookshelf when they find how much work is involved.
The FTC nor any other government organization can save people from their own folly.
I agree with you, perry, totally agree,
But,
I think the FTC tried (not so wisely and not in a proper way, for sure) to stop all this,
“here’s a guy who was homeless a minute ago, and than he clicked here and here and became a millionare, amazing, you can too” stuff,
One solution:
Like another FTC new rule (to state about an affiliate link that you can make money if the visitor will click on it), say above a testimonial:
“This is not an avaerage result….But do you really want to be like an avaerage person…”
well, like you did here in this video,
Sorry for the english, it’s not my mother tongue,
Cheers,
Thanks, Perry. I’ve been floundering around with my direct marketing and thinking I should be getting more into my martial arts (my business). I don’t know why, because you just told me what I’ve been feeling inside. Direct marketing and it’s my life right now, and I do love it. Direct marketing is my Jeet Kune Do (Bruce Lee’s martial art, it’s what I teach), it’s my martial art now. And I should pursue it with the same, killer instinct as pursuing a dazed fighter ready to be knocked out. I’m taking the advice you gave me on the other post I replied to and told you my story, I’ll keep the hammer down. Keep kicking *ss, bro.
I loved the video Perry, You are 100% correct on every topic. I’ve bought so MANY “boxes” over the years and returned almost none. It wasn’t the “guru’s” fault if I never opened the box. This is not a market for average and you’re absolutely right, most of the testamonials are going to come from those who succeed – who open the box and apply what’s being taught. FTC needs to get with the program. Maybe you should send them your video????? :)
Jana Mapps
Another great post Perry, we are all guilty of falling for this attitude and of course it is completely inappropriate to feel like this.
A little more confidence I guess.
Over here in England we tend to suffer from this more and more.
On the subject of Testimonials, very soon it will be the same here, by definition the only feedback you will get is from the people who have taken the action and used the information.
Guess thats why those on these unelected decision making boards are running the asylum, and not their own busineses.
Happy Monday
Richard
the government, education, and any other institution is all about average. Why else would it cost the government $24,000 per additional car sold (putting out a rebate of jsut 3500 to 4500. Increased goverment intervention in all things competitive is just socializm taking over capitalizm.
Very frighting.
Perry,
Couldn’t agree more about ‘average’. I think people get overwhelmed by the big picture. They stand on first base and worry about crossing home plate when what they need to do is take steps toward second base, then third base, then scoring kind of works itself out.
As to the high-testosterone sport of marketing, to paraphrase a Chicago politician, marketing ain’t beanbag.
Hi Perry,
Once again a truly inspiring video and blog post. I couldn’t agree more, I don’t think I ever met an average salesperson.
Some may start off average but if you want to stay in the game then you had better pull yourself up to that higher level.
This is why I really look forward to your new blog posts. Thanks a lot.
Great video post, Perry,
You are so right. The great Gary Hallbert used to give his consulting clients a simple task that was easy to do, but maybe didn’t seem like it would do much for their business. At their next meeting he would ask if they had performed the simple task. Most (80% ?) didn’t do it, and he knew right then that these were the 80 percenters who probably were not going to succeed with his consultations.
People won’t do the “simple” things because they think they are too simple or just a philosophical exercise. They say, “Oh yeah, I can see how that would work.” But by NOT doing it, they show they are not *action takers.* Guess what? They won’t be action takers on the so-called “harder” or “more important stuff” either.
The fact is, most successful people don’t do anything “secret” or “extraordinary,” they just take action on all the little things that add up to success.
Perry, you raise some interesting points. Very well done. The problem with many people today is they are indeed complacent. And average has become acceptable for many. That’s too bad! I believe most could rise far above average with just a little effort. Thanks for the post…
Testosterone? Oh, now i see why i’m taking so long getting into this game … at 63 i’m a lot more reticent about ramping it up than i was in my 20s :)
Mr Marshall, I really hope you keep this video up, because I want to link to it later. In the meantime I’m passing it around.
Caver, Recon Marine, Big(ger) wave surfer, Berkeley PhD… & broke. But not for long.
Hey Perry,
Well said, you’ve made an important point. However, I guess the real issue people have with these “big promise” sales letters is, they are usually quite misleading. Even if you show testimonials from your top student, the question is: how long did it take him to become a pro from being a newbie? How much money did he spend?
Most gurus gloss over these things like they are not important. I am learning that one really big mistake to make is living life with faulty assumptions.
If I assume it will take me 3 months to “get rich” but the reality is it took the best of the best 3 years, you can see the problem I’m facing. It all comes down to honesty.
Tim.
it’s so true. The results are in the follow through and most people don’t do it. (I am also guilty, not pointing any fingers here) I would also comment on giving your friend the find a job info, people just don’t appreciate free. I’ve been giving away a great self esteem course, and it seems people just want to figure out my angle instead of just going through the steps.
Perry,
As an information marketer I would agree 100% that the author’s responsibility is to provide the value and it’s the users (customers/clients) job is to take action. It’s the same with professional speaking / seminars… I am responsible TO the audience, but not FOR them. Same with Info products. Thanks for the valuable insights on the FTC testimonial issues. Keep it up!
Just letting you know the video cuts out about half way.
This is great stuff! Can’t wait to see the rest.
Well coach Perry, THAT was a thrilling video blog post – best I’ve come across…
NOW we know why you call your coaching program the BOBSLED RUN.
I look forward to joining you guys and joining in the fun
:-)
This video is great and is so true,well worth the time.Thanks for this.