October 20, 2010

Review: Nutri-Lyze

Description: Poison control for pets
Main Pitch: "Absorbs life-threatening toxins ... buys you the precious time you need to get your pet to the vet"
Main Offer: $19.95 for one dose
Bonus: Free dose of Stable-Lyze (restores digestive balance)
Marketer: Bomac Vets Plus
Website: www.BuyNutriLyze.com
Prediction: Unlikely to succeed

This commercial employs a great technique I call "emotional blackmail." (I'm pretty sure I stole that from someone, but I can't remember who it was.) If you have a pet you love, this spot will make you feel guilty if you don't buy the product. Unfortunately, the problems with the product will overrride that feeling of guilt.

The first problem is it's a prevention item and, for the second day in a row, I get to remind everyone that prevention doesn't sell. It's just human nature: We don't take action until the need is immediate. This is especially true with rare problems like the one highlighted in this spot. True, pets may eat things that aren't good for them regularly, but things that put their life in jeopardy? That's either a rare problem or Fido isn't going to be around for very long.

The second problem with the product is it's an unknown, un-branded substance. Pets are loved liked children. Many people get a dog instead of having a baby, and then treat that dog like their baby. This is important to understand because asking a pet owner to give a dog an unfamiliar medicine is like asking a parent to give his or her baby an unfamiliar medicine. All the same doubts and concerns apply, and a trusted brand is probably what's needed to overcome them.

2 comments:

  1. I see on their FaceBook page someone asked for a list of the ingredients in this product and they have not replied. Such a simple request and it would set people's minds at rest.

    I agree - people don't want to give an unknown substance to their pet.

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  2. @Dawn:

    FYI - On our FaceBook page - http://www.facebook.com/probioticsmart#!/probioticsmart - I had personally replied to Jenny Hatten to give her a full listing of the ingredients used in Nutri-Lyze within a reasonable amount of time.

    Jenny Hatten is the president and founder of Lifeline Italian Greyhound Rescue (a great rescue organization - http://www.italiangreyhoundrescue.org) and is one of ProbioticSmart.com's biggest backers (she sends every one of her adoptees home with our products). In fact, once I had replied to her with the list of ingredients, she replied by saying "Ah, now that's what I was looking for. Just missed getting into the newsletter I sent out this morning, but I'll put it in the next. Thanks!". Clearly, if we had done a poor job of "putting her mind at ease", she would not be promoting our product in her next newsletter.

    Dawn, you're right...perhaps I should have publicly posted the ingredients in reply to her comment (and will once I've posted this). The reason I didn't is because I had about 3 other paragraphs of things to speak about that involved no one but Jenny and I. There's no need to "lurk" our Facebook and publicly talk our company down. By posting this comment on a blog that is focused on Direct Television Advertising and using their space as a platform for your ill-spirited business tactics (you appear to be a competitor) is, in my opinion, bad taste.

    We are committed to excellence in the quality of our products as well as the customer service and support we provide (these are our cornerstones). We are always available to answer our customers questions and concerns.

    Joshua Gore

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