Truth in Advertising Crashes Head On

Head On, apply directly to your head. Head On, apply directly to your head. Head On, apply directly to your head. Please, I'm getting a headache. And that may not be an exaggeration. According to one neurologist interviewed by ABC News, applying butter to your forehead might work as well as Head On.

Apparently, some believe, the only truthful thing about Head On is that its commercial is annoying. According to Dr. Richard Lipton, director of the headache center at the Montefiore Medical Center in New York, the much-hyped product may not work at all.

"I've seen a number of patients who've used Head On," he said. "Some people say that it's very beneficial to them. Other people actually say that it makes their pain worse. I've looked for scientific evidence that shows that it works, and I haven't been able to find any studies." (http://abcnews.go.com/GMA/Health/story?id=2695490&CMP=OTC-RSSFeeds0312)

According to the article, the manufacturer says the proof is in Head On's sales. In less than a year, more than six million tubes have been sold at about $8 each. But there's no science that offers proof it works. The only evidence we have that it might work is that 6,000,000 tubes have been sold. I suspect that I could sell $48M of almost anything if I ran enough ads. Head On crashes through our TV screens more than a few times on any given day. They run more than enough ads to get us to remember the name of the product and to invite an impulse buy.

Here's the problem: Before a business touts its product, isn't it a good idea to sell a product that works? Oh, and by the way, Head On no longer can tout its benefits since it has no proof the product works, and they were ordered to stop saying it works in their commercials.

Solutions:

• Advertising is usually designed to sell you products, whether or not they meet your wants and needs. You are responsible for doing research before you buy, if you don't want to get burned.
• Always put people first, ahead of profits. Shop with businesses who follow this practice. Because they put your wants and needs first, they won't screw you.
• Be smart. Advertising generates emotional responses to get you to buy. Recognize that fact and get control of your emotions before you spend your hard-earned money.

Comments

[John Maver]

Lewis

If you can sell bottled water, why not HeadOn. If you will join me, we can introduce bottled fresh air for Los Angeles. Lincoln said you can fool some of the people all of the time.

I saw on another blog a quote by Morris Hite from 1988:

“Nothing will put a bad product out of business faster than a good advertising campaign.”

So maybe know we need to change that quote: “Nothing will put a bad product out of business faster than honest word-of-mouth …or the FTC”

Great post Lewis.

John

www.mavermanagement.com

[gianandrea]

Lewis, first of all, I love your latest posts about truth, transparency and ethic in business. We need more than ever to turn the business community to a much more responsible environment.
And I agree with John: honest word of mouth is our tool to do something and we have to pursue this goal.

[Lewis Green]

John,

In this day of social media, false communications of any kind will soon find itself spreading across the media channels. Can’t we all just be honest?

Lewis

Gianandrea,

When we see wrong (or right) we should spread the word and let our communities know. Did you launch your newest business Friday?

Lewis

[gianandrea]

I did it.
www.buzzdetector.com is online (i know this is self advertising!!! would blame me for this?).
It such a big leap for me.
Croos your fingers, my friend.

[Lewis Green]

Gianandrea,

Use my blog to promote your business activities any time. I trust the link will be useful to my readers.

Lewis

[Richard Becker]

Ah Lewis, advertising remains the greatest tool to kill bad products. :)

Best,
Rich

[Lewis Green]

Rich,

I hadn’t heard that before, but I think it says it all.

Lewis