I gotta hand it to big pharma ads.
I may despise how some of them have the feds in their hip pocket (this comes from an FDA/FTC lawyer, and not based on opinion). But even I’m shocked by the cojones it takes to forthrightly sell drugs with side effects spookier than the very symptoms they’re supposed to suppress.
Take the commercial I saw last night, for example.
It was selling a drug that supposedly treats anxiety.
Yet, the same commercial clearly (almost BOLDLY) declared the drug may actually cause you to have suicidal thoughts!
Takes “candor” to a whole new level, doesn’t it?
And it just goes to show never to underestimate the extreme lengths some people are willing to go (and the risks they are willing to take) to solve a painful problem in their lives.
I mean, think about it:
If someone cheerfully risks WORSE pain, discomfort or even death itself to eliminate a pain (or achieve a desire)… how sexy does the marketing have to be?
How “irresistible” does the offer have to be?
How persuasive does the ad have to be?
Anyway, here’s the point:
The easiest way to be a marketing rock star is selling to markets so “hot to trot” your product flaws don’t matter.
Do that and you almost can’t fail.
Ben Settle
P.S. If you don’t sell to a market so rabid they’re willing to risk life or limb to solve their problems, despair ye not.
Most of us don’t sell to markets like that, either.
However, you can “spice up” your sales with the 101 historically proven ways to sell almost any product to any market (even cold markets that are normally hard to sell to) over at:
