Curious to know what your opinion is on this: If someone writes a sales letter and makes the main character someone who doesn't really exist. ("I used to have "X" problem, and it SUCKED! But I learned to do x, x, and x... created this guide... and everything's awesome now!") Do you find that to be unethical since that person doesn't actually exist? Or would you consider the main character a representation of the average buyer?
I think it's unethical, but this happens a lot (false testimonials). However, I think many people realise this and so just trust the seller less if the testimonial looks fake. However, if you somehow (visibly) state that you're not quoting an actual person, then that's fine IMO.
I'm a big believer in transparency. At the same time, I'm all for things like character blogs. It's a fine line, but here's how I see it - if your "character" is blatantly trying to sell something, you shouldn't be faking it. That's a PR disaster waiting to happen.
In the US, it's more than unethical, it's illegal. If the "representation" is based off of a true story, you need to point that out. However, what you said is illegal, because it's a lie.
Hehe.. It looks like a typical tv commercial. ex. Product: Instant Noodles Tagline: No preservatives Hehe. .The hell with "no preservatives".
You can apply the anticipated benefits to an imaginary customer and see him as giving the narration. Imagination in action, nothing wrong with it if the product has merit. Otherwise you could even try out the product yourself if possible and give out your viewpoint. Where i would be angry, is if you sold me a useless product with a non-existent character [In the sales letter] who described his successes and happiness with the product with conviction.
I think that scenario is unethical. I'd rather wait for genuine testimonials. If you're going to represent the buyer, you should say that. This actually goes for advertising as a whole. It's unbelievable what people will put out there. When I worked at an agency we had to be very strict on what was a true claim and a false one. It was imperative to be truthful and both the creative director and the client were very strict about it.
If you're doing whatever you are doing well then you shouldn't need to fake testimonials. Your users would submit willingly. Certainly I would be concerned to know that a company I use does this (though I am sure some of them do).
Many are faking testimonials. Especially when you read those stupid, idiotic landing pages advertising the next big make-money-from-home opportunity. You read about John Black, who has just bought himself a new yacht and it just makes you feel sick! Somehow a fake testimonial can be told from a genuine one! But there is an easy way around that. If you have already made some sales, contact your customers and ask if they would kindly provide testimonial. Some of them do not reply, some of them say "Bugger off" but there are customers who are happy to speak about their experience. It should also be made clear if you are allowed to use their name+surname+location or only a name or whatever. If you haven't had any sales, give away some samples or review copies and ask somebody from DP to leave testimonial. If you can get somebody to speak on video about your product, you will probably strike gold. You will be able to use this video on your landing page and you will also upload it to YouTube and grab some viral traffic... of course, if your product is any good. If it is not, testimonials, fake or genuine, will not help! P.S. Using “SUCK†and similar words will not boost your sales.
The ethical question aside, I think fake testimonials are usually easy to spot, because they sound fake. They end up detracting from the sales pitch.
It's really no different then television commercials, it's not like the actors are actually real users of the product if your product actually does what it says it does then theres nothing wrong with creating a character that represents the avg user.
Fake promotions will find itself down the drain sooner rather than later, why follow it and go down the drain yourself? Transparency is a must in terms of copywriting, for blogs the same surely applies. However, the fact that some of the 'big bloggers' are doing it doesn't mean they are right you know, end of the day blogging is about building credibility and in the long run one or two buttered up posts don't matter. Just don't make it a habit and its all smooth. Adios!
I agree with those of you saying it's not ethical and the worst thing is when someone is using fake testimonials with public domain photos, who knows if based in the belief that an image is worth a thousand words... but when that image is displayed in a landing page as "Peter Thomson" and then you find that supposed "Peter" in a thousand of other sales copy websites under different names and supposed hometowns, images certainly are worth a thousand of lies, not to mention those lazy webmasters that even copy other layout elements over and over.
From someone who has written a HUGE amount of sales letters, I've never made it my policy to use hyperbole and basically bully someone into buying a product. I prefer to let the product speak more for itself, and I have been very successful in writing this way, with a certain transparency and honesty that other sales letters may lack, which in turn leads to more sales. As for testimonials, I don't deal in them. That is up to the ethics of the seller, after all, it's their name on the end of the page, not mine.
Most informed buyers will be able to see through the false testimonials anyway. You need to find better ways to make your product sell itself.