I Had a Realisation

I wish to apologise. I have been dead wrong. I have been telling people that we are in a war for the last 30 years of our lives. The drug companies want us to be taking drugs for an increasing number of incurable diseases and we want to be alert, fit and healthy. While that may be true, it is a very limited statement of the problem. I just realised I’ve totally understated the magnitude of the problem. While I have known about other issues I have phrased the comment around the portion that affects me personally.
It’s not just for the last 30 years of our life. It’s from birth to death.
I forgot about the babies for whom they are making vaccinations that increase the autism rate.
The psychiatric medications for bipolar disorder that are being administered to 12 month olds!
The primary school kids to whom they are marketing speed, sorry, I mean ADHD drugs, for invented conditions.
The psychotropics for made up, voted on “disorders”.
The adults to whom they market anti-depressants that surveys reveal don’t relieve depression.
They also have a range of psychotropics for made up, voted on “disorders” for adults too.
Then they have cholesterol lowering drugs when 75% of heart attack victims have normal cholesterol levels.
Finally we have the seniors to whom they market drugs for Alzheimer’s that actually make the problem worse.
The list covers all age groups.
In the last twelve months several drug companies have been fined hundreds of millions of dollars for “off-label” marketing of their drugs. Off-label marketing is where the drug company gets Food and Drug Administration approval to market a drug for instance to adults then promotes to doctors its use for children.
Of course it’s nothing to them when they make billions from the sale of these drugs.
And today’s revelation that Eli Lilly have completed the full circle. They sell rBGH (recombinant bovine growth hormone) that grows cows faster but increases the cancer rate in the people who eat the meat and drink the milk then they sell drugs to prevent and treat the cancer they have helped create.
When you put all the pieces together it’s a mind blowing scene. And it’s been in the making for decades.
I read an article recently wherein 30 years ago the head of the drug company Merck bemoaned the fact that he could only get sick people to take drugs, he actually wanted to get the whole population taking drugs. In an interview with Fortune magazine he wished his company was “more like Wrigley’s chewing gum” and that Merck could make drugs for healthy people so they could “sell to everyone”. From the book, Selling Sickness, by medical journalist Ray Moynihan.
So there you have it. The drug companies are railroading us down the track of being a druggie from cradle to grave.

Eli Lilly is milking cancer. Tell Them to Stop!

Eli Lilly has taken pinkwashing (Pinkwashers are companies that claim to care about breast cancer but make or sell products that are linked to the disease. rBGH (recombinant bovine growth hormone) is one of those products) to a whole new level. By adding rBGH to the products they sell, Eli Lilly has completed its cancer profit circle: it creates cancer with rBGH, it sells cancer treatment drugs like Gemzar, and it sells a drug, Evista, to reduce the risk of breast cancer in women at high risk of the disease. Eli Lilly’s cancer drugs made $2,683,000,000 for the company in 2008. It’s potentially carcinogenic dairy hormone made $985,000,000 in the same year. That is over 3.5 Billion dollars! A year! Eli Lilly is milking cancer. http://thinkbeforeyoupink.org/?page_id=2

Are You Wasting Your Vitamins?

The American Journal of Clinical Nutrition declared that these two nutrients in particular, along with certain fruits and vegetables could help maintain bone density in the elderly…and that’s just the beginning. I’m referring to magnesium and potassium. Make sure you get enough.

Scott Bywater is a copywriter

He sends me a daily newsletter.
Yes, that’s right. Daily.
Any you know what?
Most days I read it.
This was what Scott had to say today on the subject of Market Research and Advertising.
I thought it worth passing on to you.
I am reading a book by Steven Scott at the moment.
For the record, this guy has probably written more infomercials than anyone on the planet.
Anyway, I was laughing my head off yesterday when he was talking about how conventional ad agencies make their decisions about advertising.
They rely on market research, focus groups and surveys.
Now listen to what Steven Scott has to say about this:
“Those results are about as accurate and projectable as trying to hit a three-foot target from twenty thousand feet with a paper airplane.”
He continues:
“No wonder they are wrong more often than they are right. In my opinion, most of the time that they are right, it’s because of the broken clock theory. (You know: even a broken clock is right twice a day)”
Now I found Steven’s candidness very entertaining.
By the way the books name is a Millionaire’s notebook.
And while I am by no means an expert in market research and I am
sure it has its place (I have a relative who does it for a living who
will probably disagree with me) I will say this:
Nothing can ever beat testing.
And whenever anyone argues with me about anything when it comes to advertising, my answer is always:
TEST IT.
But what about this?
TEST IT.
But that won’t work.
TEST IT.
But I think you are full of S**T
TEST IT.
Because at the end of the day you can do all the market research you want… all the surveys you want… and have all the opinions you want.
But the only thing which matters is…
When you have written and run that ad, does it make the phone ring?
Because that’s when the customer votes with their wallet.
Don’t get me wrong.
I am a massive fan of research.
In fact, I always do a significant amount of research before writing an advertisement.
And wherever there is market research available, I would pay attention to it.
But what a lot of companies do is spend so much time and money on creating this whiz bang campaign.
And they think they know it all. So they think they don’t have to test.
But remember this:
Testing is the GOD of direct mail.
Not market research, surveys or anything else.
Because the bottom line of advertising is: when you run it, will it make you money?
Here’s what I recommend you do instead of spending thousands of dollars on market research…
Learn how to write advertising by getting your hands on my step-by-step guide at
http://www.copywritingthatsells.com.au/cashflow
Ask your target market a few research questions to get inside their heads.
Write 6 ads.
Test those ads spending the least amount possible.
Run with the one which works best.
This isn’t brain science, guys.
And it isn’t reserved for those super smart marketing guys in big corporations.
It’s just a simple, logical process which has been proven to work over and over and over again.
All for now,
Scott Bywater