In 2007 when I joined JobShuk there were some 1600 Members. According to the new format just released, Membership has dropped to just under 900. What has happened?

Of course, everybody can speculate what has gone awry. There is always a modicum of truth in every explanation, but all that really matters is how to re-energize this Social Business Network site for the benefit of all the Members.

Since retiring from active business about 10 years, my current interest in is to pass on some of the many things I have learnt over the last 40 years. You can take a peek at my Profile to see where I’ve been.

The conduct of doing business has changed dramatically in those 10 years. Although electronic technology has dominated modern business growth and development, one thing that hasn’t changed is the nature of doing business with people and the adoption of sound business practice. This should not be forgotten.  

Taking into account the above factors, I believe there is scope in this column to conduct a Members’ Forum where questions can be fielded and answered by JobShuk Members as comments.

Of course, anonymity is understandable from a Member asking the question and as co-ordinator of this initiative, just e-mail the question to me on fa********@***il.com  and I will post it under my name.

Members of JobShuk have much in common, even though many are in competition with other Members. As Small Business proprietors we can support one another in many other ways. Sharing a common goal of building a solid business based on ingenuity and integrity is good for us all and throwing open questions relating to conduct of business in Israel has a collective benefit.

So, I’d like to field the first question. Would the introduction of this Forum prove beneficial to Members?

Feel free to say no, either in the column or through private e-mail. I’d like to hear from you. Comments for and against can prove helpful.

Lloyd Masel. Marketing Consultant.

 fa********@***il.com

Both advertisers and their agencies are clearly at fault in the creation of advertisements which are either blantantly false or simply misleading.

Advertisers who deliberately tell ‘Black Lies’ – falsehoods – are deceitful. But agencies who knowingly accept these claims and publish the advertisements, are equally to blame. The also have a responsibility to society.

No less significant are ‘White Lies’ – the tactic of twisting sentences or manipulating language – to confuse or mislead the buyer.

Advertising guru, the King of Madison Avenue, David Ogilvy claimed that 99% of advertising didn’t sell much of anything. And it is the largely the perception of intelligent people to see through unfair and shoddy advertising that accounts for this revealing comment.

Let’s look at an example of non-fact known as puffery: “Our burgers are the best in town.” Did they try everybody else’s burgers first?

Here’s a good example of shoddy langauge. “Buy now and get a free discount.” If a discount is free, what exactly is a non-free discount? That’s a variation of an oxymoron.

Stupid claims are a dime a dozen. “There are a million ways to make a million dollars. Once you’ve made $50 you’re on the way.” If you can make $50 a week it’ll only take you 400 years to make your first million.

In 2007 an Advertising Journal in the United Kingdom conducted a research into the use of humor in advertising. It found that humor increased viewing, but 3 out of every 4 advertisements contained deceptive claims. Sure, people enjoy a good laugh, but not at their own expense.

Politicians often twist language in parliamentary debate to confuse. “Last month 20 000 new jobs were created.” But there’s no mention of how many jobs were lost.

Lawyers are expert in the manipulation of language to sway the judgement of the jury. Furthermore, always check the fine print of legal documents. Caveat Emptor!

No essay about false advertising claims would be complete without reference to the Health Industry. Unrealistic benefits, false claims and straight-forward lies are common.

In the United States, just recently, a major Healthcare company has been subject to a class action charge for the use of false and decepetive advertising benefits.

Advertisers need to be most careful in the choice of not just suitable language in creating their advertisement, but of totally unambiguous claims. The public are not stupid. Treat them with the utmost respect and honesty.

Lloyd Masel, Marketing Consultant. More about me on my Profile.