WEBVTT

00:00:00.800 --> 00:00:03.565
Can you use customer
stories in your marketing?

00:00:03.580 --> 00:00:04.630
Yes.

00:00:04.630 --> 00:00:07.670
They're among the most persuasive
things you can publish.

00:00:07.670 --> 00:00:09.210
But there are rules.

00:00:10.030 --> 00:00:13.750
In the US, the FTC says an
endorsement must reflect

00:00:13.750 --> 00:00:15.890
the honest opinion of the customer.

00:00:15.890 --> 00:00:19.070
Any connection, like
payment or free product,

00:00:19.070 --> 00:00:20.770
should be disclosed clearly.

00:00:20.770 --> 00:00:23.060
And get written permission first.

00:00:24.070 --> 00:00:26.530
And a story can't say what you can't.

00:00:26.530 --> 00:00:29.830
The FTC says an endorsement
can't make a claim

00:00:29.830 --> 00:00:32.360
the company couldn't legally make itself.

00:00:33.220 --> 00:00:36.480
Tell it as a case: the
problem, what changed,

00:00:36.480 --> 00:00:38.710
and a result you can back with data.

00:00:39.570 --> 00:00:41.340
Start with three things.

00:00:41.370 --> 00:00:45.470
One: ask your happiest customer
for a short case study.

00:00:45.470 --> 00:00:47.940
Two: get written permission.

00:00:48.050 --> 00:00:51.860
Three: have regulatory review
it before you publish.

00:00:52.640 --> 00:00:55.430
Let real customers tell real stories.