Can you sell happiness?
A lot of advertising is trying. Sometimes very overtly.
My question, is it a good idea? Does it work?
Like salt, a little bit adds flavor to the meal. A lot makes it inedible.
The reason is it simply becomes unbelievable. Unreal. No one’s life is going to be transformed and they live happily ever after because they wear Dr. Scholl’s insoles in their shoes.
It’s a basic marketing point. A claim either won’t work or will get you in eventual trouble unless:
1. It is wanted by a large percentage of the people you are trying to sell to.
2. It is believable.
3. and Oh yes, it needs to be true about your product or service.
