Direct Response Marketing Copy & Strategy
I see a lot of my friends and family scared with Trump in the Oval Office. Within a year, he went from a clown that many dismissed to the President of the United States. Among my friends, I see suffering and confusion. I hear their stories of protest and anger, fear and sadness.
I am blown away at the number of medical commercials on TV these days (in the US). They’re a huge portion of the evening broadcast. You can’t watch network television without being warned of ED.
Did you know that advertising pharmaceuticals directly to consumers is the most common way people receive health communications? It’s true. No one is suggesting the viewers get off their asses to exercise. There’s no money in advertising the health benefits of zucchini — unless you’re the Food Network!
No one wants to hear the bad news of health issues. Instead, we’re fed commercials of attractive actors frolicking in a meadow. The visual message is Happiness, even as the voice-over suggests the medicine might cause exactly what it’s trying to prevent. Everyone is interested in a sunnier life.
Apparently, these ads are an improvement from what was published 100 years ago. Continue reading “Medical Claims My Eye (My Life in Advertising: Chapter 7)”