The cannabis industry sometimes feels like an awkward teenager. Its fortitude and insight will inspire you…but sometimes it shows up with its shirt on backwards.
Cannabis brands are maturing right before our eyes, but I came across a website yesterday that showed its adolescent side. The professionally-designed site claimed that the device is “100% fast, the industry’s fastest machine.” Other claims included “100% quiet” and “100% efficient” with supporting statements in absolutes, such as “no” and “all.”
While it’s easy to focus on this company’s liberal use of the statistic “100%”, let’s talk about a few reasons why claims, without data, can be harmful. In short, unsubstantiated claims:
- De-legitimize the product and/or the company. False claims create doubt in the customer’s mind, causing them to wonder, “What else about this company or product is not true?”
- De-legitimize the industry. It gives naysayers more leverage to declare “this is not science” and “cannabis is not medicine.”
- Could encourage the FDA to pay closer attention to the industry and individual companies. It’s likely that the FDA will play a greater role in the cannabis industry, regulating everything from edible's packaging labels to false medical and advertising claims.
Statistics are strong arguments when they're supported by data. In this company’s case, a comparative study about speed or efficiency could have been conducted and referenced.
It’s hard work, but there’s an added benefit. It’s ideal material for content marketing and could be repurposed again and again.
I couldn’t be more proud of an industry that has blossomed into a well-adjusted contributor to the economy. Companies that use relevant data to substantiate their claims are clearly demonstrating their growth and commitment in the marketplace.