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Turning a negative into a positive

Some products (or services) are easy to sell. There are obvious benefits to talk about, clear points of difference to focus on, and a strong desire from the customer to have/buy/hire.

Unfortunately, you may not have this luxury.

Your product or service may be mundane, embarrassing to talk about, even ugly. You may be in a market that’s saturated, or even regulated – so it’s hard to stand out from the crowd. How on earth can you come up with some unique selling points when you really can’t think of anything positive to say?

Here’s a tip:

Think of all the reasons why a customer wouldn’t buy your product or service, and turn these into why they should buy.

Turn their fears into a motivation to buy. Put their concerns out there, then dismiss them. Confide that you’ve had the same thoughts too. Be open and honest.

You’ve probably heard that there has been a problem in the past with xyz product. Well luckily the issue has been identified and none of the new range of xyz have been affected. We are so confident that we have a money back guarantee.

Yes, we know that it’s embarrassing to go to the doctor to talk about having this test. That’s why we’ve developed this free information pack so you can be better informed at your next visit.

You may be tempted to choose your insurer by price alone. But make sure you check that you are comparing apples with apples. Even though we seem a little more expensive than Budget Bob, our package covers you for a lot more…

See what I mean? There isn’t much that you can’t turn into a positive.

If you are struggling to come up with some unique selling points for your product or service, contact me at info@snappysentences.com to find out how I can help.

{ 4 comments… add one }
  • Michaleen February 10, 2010, 12:54 am

    Great stuff! Interesting that I saw a ton of Toyota commercials last night:)

    With today’s dependence on Social Media … brands need to embrace transparency:
    http://bit.ly/aGCGQ3

    • Snappy Sentences February 10, 2010, 9:41 am

      Agree. It’s been interesting watching the Toyota saga unfold.

      Generally when copywriting it’s better to focus on the positive, and to steer clear of negative connotations (and words). But I think sometimes you just have to ‘face the music’ and deal with the not-so-nice facts about a product or service.

      Thanks for stopping by.

  • Charlotte Rains Dixon February 11, 2010, 4:12 am

    Great post and very true. I’ve also had Toyota on my mind, and noticed that their television ads are facing the problem up front, which is always the best way to deal. Look at how David Letterman dealt with his issues, and then John Edwards. Uh-huh. Better just to deal with the negative. That way you can more easily turn it into a positive.

    • Snappy Sentences February 11, 2010, 1:34 pm

      I haven’t seen any ads yet (though I am in Australia, so maybe they aren’t running any!). Are they good?

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