Posted by Don on February 18th 2009 to
business
What makes a good acne treatment commercial? I’ve been studying this lately, as I’m considering putting out a few commercials (or infomercials) myself for Clear5. In simple terms, a good commercial is any commercial that moves product, with brand building being a nice side benefit. However, setting aside that market reality, what makes a commercial that actually benefits you, the acne sufferer?
The right sales pitch can sell any product, as recent examples like the Snuggie (basically a backwards bath robe) and Vince Offer’s Shamwow and Slapchop (products you’ve all seen before) can attest. But for the acne sufferer who’s been let down by dozens of competing products already, it can take a little more to make a commercial trustworthy - or at least it should.
Proactiv is obviously the biggest success story in the market, with their approach of using celebrity testimony. Testimony is a powerful marketing tool. It’s hard to refute a product’s claims when dramatic before-and-after pictures are staring you in the face. However, the fact is that every acne product has testimony. Often, besides just using a treatment, testimony candidates are given advice on factors such as their diet, which can play a powerful role in helping their skin improve.
Given the short nature of commercials, perhaps the hardest thing for any product to communicate is *how* it works. And yet, this is often the most important factor when evaluating a treatment. I know that I would have a hell of a time trying to explain the connection between the factors that make Clear5 work, from vitamin B5 to Coenzyme-A to hormonal production and sebum metabolism - all in 60 seconds! Most listeners would probably be flat-out confused.
Despite the time-limit barrier, most commercials at least make a short attempt at explaining how they combat acne. The factor to listen for here is the language. Sayings like “our treatment gets deep under the skin” are generally just sales talk. A more trustworthy commercial will usually mention key active ingredients. If these are the same ingredients found in a million other treatments you’ve already tried (like benzoyl peroxide and salicylic acid), you can probably skip this one. However, if a treatment actually combats acne from a new angle, it may be worth looking into.
Remember not to be swayed by the same old tactics. Testimony is everywhere. Celebrities can be paid to say most anything. Just because a treatment is “developed by a doctor” doesn’t mean squat (so are 1,000 other treatments that don’t work). If you’ve tried every off-the-shelf treatment without luck, don’t buy into treatments that use the same ingredients, just with a slick new sales pitch. Look for something that genuinely takes a different approach, and you may just find a solution that works for you.