Friday, April 17, 2015

Ad Copy: The Miracle on 34th Street Putdown

Ad copy can sometimes border on the insensitive, especially when you're in objection-killing mode. To some people the BATNA is way too strong for them to try your product, and our instincts steer us to a last-ditch objection-killing language that attacks what they love.

Ex: "If you want the fastest car, buy an F1 racer, if you want the most luxury, hire the company that builds the custom Rolls Royces for the Saudis. If you want a great car that looks great on you and has some punch, buy a Cadillac CTS."

I call this the "Miracle on 34th Street Putdown" because while it suggests great alternatives (like the Kimbal's Santa in Miracle on 34th Street), it does so by insulting the core objection of the customer. 

However, its a great verbal fencing tool when you're confronted with a jerk.

2 comments:

  1. Alot of blogs I see these days don't really provide anything that I'm interested in, but I'm most definitely interested in this one. Just thought that I would post and let you know. Nice! thank you so much! Thank you for sharing.
    Website Development company in Delhi
    Website Designing Company in Delhi

    ReplyDelete
  2. Can I simply say what a relief to uncover somebody who really knows what they are discussing on the internet.
    You actually understand how to bring an issue to light and make it important.
    More people have to read this and understand this side of your story.
    It’s surprising you’re not more popular given that you surely possess the gift. If anyone is looking for weight loss medicines at cheaper price you can immediately call on +1-661-2217635 and get the best prescription by the experts.
    Buy Reductil 15MG
    Buy Meridia 15MG
    Buy adipex 37.5mg
    Buy Ambien 10mg
    Buy Klonopin 1mg
    Buy Valium 5mg
    Pain Relief Medicines Online
    Reduce Fat now with pills
    Erectile dysfunction solution is here
    Best anxiety medicine

    ReplyDelete

What You Work on Is More Important Than How Hard You Work

This morning I opened a work-item with a vague description of the work to be done. Since I don't know much about this particular project...