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Empty Promises in Advertising

By Jacqueline Drew
START Marketing Inc.
www.startmarketing.com

“Silky soft hair sure to get you noticed.” “Eyes that feel moist and comfortable 24 hours a day.” “More money than you ever thought possible!” Promises, promises. Empty promises, actually. Empty promises that never even came close to fulfilling your expectations. Empty promises that were made by advertisers who have now made the world just a little more cynical. Here's my own personal example.

I was about seven, and the ad was on the back of an Archie comic book. “100 dolls for $1.00” Wahoo! I thought! I can get a hundred dolls for only one dollar?!! So I promptly cut out the order form, sent off my money and eagerly checked the mailbox every day. Of course, I didn't quite get the concept of “allow six to eight weeks for delivery.”

Well, eventually the package arrived. Hmmm…the box was a lot smaller than I expected. Hardly big enough for even one doll. I opened it. Inside – small white, thin pieces of plastic, about 2 inches high. What were these? Packing material? I squinted at them. Well, yes they did look like little people. Then the shock set in!!! The company was passing off these formed plastic bits of junk as dolls! And had just duped me! An innocent kid!

When you consider the story, it's kind of amazing that I even entered the field of marketing. But yet I do think I'm contributing my good influence in a field where it's direly needed. So in a nutshell, here's what I want to say.

If you feel compelled to lie in your advertising, then you have three choices:

1. Figure out what truth is worth telling about your product, and tell that. (For example, “Small plastic figurines that can be painted for an interesting craft, or used in a slingshot against your younger sister”), or
2. Change the product so that it is worthwhile. For example, create a decent doll at a decent price…or make it a craft kit that includes a nice little paint set. How about “Make a hundred dolls for a two dollars!”?
3. Go see a priest who will pray for your salvation.

Let's face it. Telling the truth in advertising isn't rocket science. It's just a commitment to making a better world for our kids, to keeping products out of landfills, and to sleeping well at night. And even in business, it's the basis of long-term success.