Taking a nutritional supplement, especially if it's whole food based, is a good thing.
But is it really going to change one's life?
Should we create less expectation of a life transformation, and instead position it as as a first step towards getting back that old energy or improving one's health?
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Very good point Kim. I do market a whole food multi but I do not make claims about what it will do for anyone. I focus on how important eating a healthy diet is for health. My multi has not changed my life as in curing a disease but it did help me get on a better eating path which helped my overall health and yes I have energy to play with my kid again.
I take a supplement as that, to supplement my diet because I'm not a perfect eater.
Robin
www.arevitaminssafe.com
I believe advertising in general OVER PROMISES. .."youth in a bottle" is offered everywhere you turn..print, TV, Internet. So now, my normal reaction whenever I hear a product state "it will change your life", is to move on. I think the ad has to be believable to get my attention.
Hi Kim,
I think that positioning a nutritional product as something that is a "first step" towards improving one's health is a great idea ... because I think there are far more people who would like to improve their life by getting more energ and/or being calm than there are people who are looking for a life transformation (or even believe that that is possible).
Kathleen Rhodes
Are Your Vitamins Safe? - check out this link
http://www.wholefoodnation.com/cmd.php?af=739464
Ooh, radical thought. What would possess someone to take supplements is there wasn't some sort of noticeably quick payback in terms of higher energy, more restful sleep, less pain, etc.? No claims, no promises, no sales?
The problem is that when you make claims and promises you set up expectations that may not be met. And if those expectations are not met then the ONGOING relationship (and continuing sales) fails to occur. And isn't that the idea - ongoing sales (residual income)?
Long term health benefits is a harder concept to sell but it is in the best interest of the consumer. And isn't that really what drives consumer spending?
So the answer to the question is we generally do promise too much with nutritionals. After all many of them are 'targeted' to accomplish a specific result and that is what company training and literature is aimed at addressing.
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