It’s really quite elementary that when you’re trying to market anything you should define your audience and write a message designed specifically for them.

So, what’s up with those pharmaceutical ads that don’t even say what the drug is for?  You’ve seen them – images of people smiling and revelling in their vibrant, pain-free existence.  The ad always exorts you to ‘ask your doctor about XYZ’, but no mention of what it’s supposed to cure!

I wonder whether we’re supposed to be so impressed that it only rarely causes stroke and/or death (etc etc) that we all want to rush out and get us some of that.  Do their ideal prospects rush to the doctor in the hope that they might possibly have the ailment that will entitle them to partake of this wonder drug?

Do these ads really work for the pharmaceutical companies?  Or do they just believe that awareness = success, regardless of whether that actually translates to any kind of purchase?

Either way, don’t do it.  Make sure your marketing messages are written for a clearly defined audience, and that your audience knows what you’re going to achieve for them. Because most of us only respond if we know you’re talking to us.