Over on his Product Launch Formula site, Jeff Walker has removed video case studies that he claimed demonstrated how well that product works. Glowing testimonials from real people achieving amazing results. Sounds so compelling, why remove them? Here is what Jeff had to say:

NOTE FROM JEFF WALKER: due to the new FTC guidelines on testimonials that took affect on 12/01/2009, I’ve had to remove the Case Studies from this page until we get further clarification on the new FTC guidelines.

Further clarification? Why? The new guidelines were quite clear. The only part likely to affect this kind of testimonial is:

Under the revised Guides, advertisements that feature a consumer and convey his or her experience with a product or service as typical when that is not the case will be required to clearly disclose the results that consumers can generally expect.

So all Jeff would need to do, is add a quick disclaimer that the results in the testimonial were ‘cherry picked’ for their excellent results — and tell us what the typical results for Product Launch Formula are. I don’t think he wants to do that. So I think we can conclude that giving the typical results would not encourage sales, or he would be anxious to present them. Now what does that tell us? I’ll leave it up to you to add the 2 + 2.