Have you had concerns over the claims made by companies in their marketing?

If so, you are not alone.

I have always believed that marketing is an art and a science. That meaning that there is a way to make it look good, but there is also a proper way or a formula for it to be effective.

Sadly too many companies are not using both the art and science of marketing.

I was watching an ad on television a couple of days ago. It came close to ignoring what was called ‘truth in advertising’. If it wasn’t for a few well placed words in the ad that were barely visible the advertisement would have crossed the line and been a lie.

The challenge with not being honest in advertising is that you may get many sales immediately, but are these the type of sales that will build your business long-term? Of course you know the answer is no.

Let me give you an example. In 1999 a company named Airborne Health launched a product that ‘would boost your immune system to help your body combat germs’. The sales grew quickly due to a insightful marketing campaign and an endorsement by Oprah Winfrey.

In 2008 the Centre for Science in the Public Interest led a class action law suit against Airborne. The results were a $28 million settlement that the company’s claims were false.

What can you do to make sure you are honest in all parts of your marketing?