i'm on my current goal of losing .5 pound a day (3.5 a week). I've heard 1-3lbs/week is reasonable. Nutritionists would probably say 1 pound a week is safe, but let's face it, most of us reading this are fat asses
I've read that if you drop 500 calories a day from your intake, that's 3500, which is 1 pound. So, just reducing the junk food helps. Drop soda, it's just evil (I was doing well, then starting drinking 2 cans a day, and whammo back up like 8 pounds in a couple weeks).
As far as juices, they're just as bad as soda (granted they MIGHT have some nutrients in them) but overall, most juice is just fruit sugar and water (especially apple juice).
And if you can't handle eating healthy, plan 1 cheat day (some people say 1 meal, but if you're really bad, just do a saturday, and then you'll feel like shit sunday and want to eat healthy again). A couple weeks of that and you won't want to cheat so hard, and probably drop to 1-2 cheat meals, then hopefully 1, then 0 (is that even possible?)