By Jeffrey Hedquist
The use of this technique can be a little tricky. It’s only for those clients who offer the very best choice of services and products. By “best choice” I mean the best value and some massive advantage. If you use it for an advertiser that can’t deliver on the bold promise, then it will backfire and lower your client’s and your credibility.
If you could sit a prospective customer down and show them side-by-side the benefits your client delivers compared with those all their competitors deliver, would the prospect choose your client every time? If so, that client would be a good candidate for this technique.
Now, in case you can’t make these blanket statements about the advertiser, being blunt could be used just for one promotion or one special limited-time offer your advertiser is making.
The following may not be the words you use, but this is the attitude you want to convey:
“Don’t be stupid. Look, you’re smart. Save yourself time, money and aggravation. Stop shopping around. Why do I have to remind you? This is the best choice you can make. This is the best advice I can give you. I know it. You know it. So do it. Just do it.”
Say it with love, care and clarity, using a normal speaking voice. You don’t want to shout. Because the words are strong, the voice can be soft, yet filled with resolve.
This works for products or services that you are convinced are rock solid, the absolute best in the marketplace, no-brainer choices.
The spot can sound like advice from a big brother, a pal, a trusted friend – someone who can be totally frank with you and doesn’t have to sugarcoat their criticisms or recommendations.
Choose your advertisers carefully for this technique, then sharpen their results by being blunt.
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