Net impression is the overall feeling an ad gives you, no matter what words it actually uses. The FTC uses this idea to catch ads that trick people, even when the ad never tells a direct lie. Imagine two different ads for the same course on how to write cold emails to get customers. In the first ad, the person filming is sitting inside a fancy Lamborghini with cool friends, talking about the course while showing off a rich lifestyle. In the second ad, the person sits at a plain desk and says something like: “I'll teach you everything I've learned over ten years, but you'll have to work hard. I can't promise you'll make money.” Both ads might say the exact same things about the course. But the feeling you get is totally different. The first ad makes you think, “If I buy this course, I'll get a Lamborghini and live like a celebrity.” The second ad makes you think, “I'm buying a set of skills, and what I get out of it depends on how hard I work.” The FTC would have a problem with the first ad and be fine with the second, because the overall feeling matters, not just the exact words. Net impression can be harder to spot than a flat-out lie, because it is more about the vibe of an ad than any one specific claim. But one of the most common problems is testimonials. If an ad shows one person's amazing result front and center, it can make you feel like that result is normal, even if the ad never says that. The Skool newsletter below is a good example. The subject line says: “$300k/month (no team + 95% profit).” Before the reader even opens the email, they already have a feeling. “This is what Skool does.” Then the email opens with Nick Saraev's story. He makes $300k a month with 95% profit, without a team. The email wraps up with this line: “The method is always the same... Create content → link to your skool → get members → make money.” The email is not saying Nick got lucky, and it doesn't say Nick is an outlier among thousands of community owners on Skool. It is saying there is a method, it always works, and here it is. The NET IMPRESSION is that if ANYONE follow the steps, the money follows.