Anik Singal was sued by the FTC for $15m all because of four simple words in his call script. We brought Anik on the podcast to talk about compliant marketing and how marketers, agencies, and coaches all over the world are violating FTC rules and are in danger of being sued.
In preparation for this interview, Jake read Anik's book that he co-authored with his partner and compliance lawyer, Greg Christiansen, "Don't Say That!". Jake references parts in the book that blew his mind and has Anik elaborate on them extending those examples to the agency and coaching spaces.
Some of the crazy things we learned:
- You can't use results-based testimonials in marketing without substantiating them.
- Videos with fancy cars and money guns create negative net impressions and can be violating FTC rules.
- If you say something is of a certain value, you have to prove it... with past sales.
We learned a ton more and now are taking a hard second look at our marketing.
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Anik Singal is the founder of Lurn, an online education platform. Following the lawsuit and FTC investigation covered in the podcast, he co-created Complily, an AI-powered compliance tool that helps marketers ensure their materials meet FTC standards.
Anik also co-authored the book "Don't Say That!", which serves as a guide for marketers to keep them out of trouble with the FTC regarding rules they probably didn't know existed! His experiences have made him a vocal advocate for compliant marketing practices.
Check out Anik's AI-powered marketing compliance software, Complily:
Also, take a look at the resources and book on Anik and Greg's site dontsaythat.com
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Our recommended agency tools:
everbrospodcast.com/recommended-tools/
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