How to Turn a Liability into an Asset in Your Marketing Copy© 2010 Ugur Akinci Good writers know how to present a disadvantage as an advantage without violating any ethical rules whatsoever. Why? Because honestly, sometimes the truth is truly “in the eye of the beholder.” It’s in between. Sometimes it all depends on how you look at a certain situation, as in the classical example of a half-full (or half-empty?) glass. Here is a classical case shared by master copywriter Bob Bly. The story originally belongs to the legendary adman James Webb Young, I understand. But what matters is the important lesson that this true story drives home so well. Young was into the business of selling apples by direct mail. One year his business was almost ruined due to a hailstorm which left pockmarks and bruises on the surface of the apples. He thought no one would buy his apples since they did not look “perfect.” But other than those surface blemishes, his apples tasted great. There was nothing wrong with them otherwise. So ethically there was no problem in selling those apples as “good apples”. But how could he do that? So Young came up with this ingenious idea. Into every box of apples, he inserted a card that read (and I’m paraphrasing): “Please pay attention to the pockmarks on these apples because they are the definite proof that these apples were grown on high altitudes. The same cold weather that create these unexpected hail storms also make sure that these apples grow with a firm flesh, and are full of sweet juice. Eat one and decide for yourself.” So instead of hiding or apologizing for the pock marks, Young had the writer’s imagination to actually PRAISE the pock marks as sign of a truly exceptional and sweet apple brand. Guess what? His sale volume actually went up! Customers started to send special notes to Young reading: "Pockmarked apples if available; otherwise, the regular kind." That’s the power of honest but imaginative copy writing. You can and should do the same in your copy. Find the worst weakness of a product. Then, instead of hiding it in fine print or apologizing for it, think how it can actually work to benefit your customer. Use your imagination to reformulate a liability as an asset. That’s what all good professional writers do and that’s why they also make a good living at what they love to do. For example, imagine you have a recipe that takes a whole day to prepare. Is this a liability? Yes, if you are trying to sell it as a “quick meal recipe for the busy working mom”, etc. Is it an asset? Again yes if you present it not only as a recipe but as a “gourmet meditation experience that allows you to get in touch with the basics of good living that we forget in the mad rush of modern life…” And who is to say that an excellent recipe that takes a bit long to prepare is not the latter but the former? Again, let’s assume that you are writing copy for a yogurt brand that spoils within 24 hours. Is that a liability or an asset? It totally depends on you and how you look at it. If you think refrigerator life of a product is its defining characteristic, then fast-spoiling yogurt is a terrible product to buy. But what is you present its quick-spoil characteristic as a solid proof of its “pure organic ingredients”? What is you made it sound synonymous with freshness? “Would you buy a yogurt mixed up with so many artificial preservatives that it lasts for a whole month in your refrigerator, or one that is so fresh, so organic and clean of any artificial ingredients that it spoils within 24 hours? Which is better for your health, immune system, and longevity?” What do you think the answer will be? Write well but be smart. Correct thinking is most of the battle in good copy writing. Have a Great Tip, Photo or Comment About This Topic?Do you have a great tip or photo about this? Something that you believe we should read or see? Contribute and share it today! |