Understand Your Buyer > How To Get Attention > Negative Promotion
What is it?
Whilst most companies talk about the benefits of their products and services, you can seize attention by taking the opposite approach.
Why does it work?
It works because it’s unexpected and seizes attention. By reframing things negatively (but with irony), you can take a relatively boring and normal offering, or a perceived negative and use it to your advantage.
How can you use it?
It’s easier said than done, but we’re looking for a perceived negative (Like the “small” fire extinguisher) that we can then phrase in the first person to connect with what your potential buyer might actually be thinking or saying.
Be careful – being TOO negative can actually have an adverse effect, so make sure the negatives you talk about aren’t really negatives…
Example
This is an alternative to a fire extinguisher. It’s small which is a benefit, but it could be perceived as a negative and, as such, it can be used effectively in this advert to seize the attention of your buyer.
(I also have a “no montage” of people saying that they wouldn’t recommend me which I use in my marketing)
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