Compared to what?
That’s a question most marketers don’t answer often enough.
They tout the benefits of their product, but never put them in context.
In one of the most famous direct marketing stories of all time, marketing legend Rosser Reeves bet his associate that he could increase the amount of money a blind beggar made, by adding just 3 words to the beggar’s sign.
Reeves added “It’s spring and…” to the sign.
Sure enough, the beggar’s take increased dramatically.
Reeves was employing the power of contrast.
The sign conveyed the message, “YOU are enjoying a beautiful day because you can see, but I cannot enjoy it like you because I am blind.”
The contrast answers the question “compared to what?”
- IPAS 2 offers you location freedom compared to a cubicle prison
- IPAS 2 offers you time freedom compared to a punch the clock J.O.B.
- IPAS 2 offers you financial freedom compared to a hours-for-dollars career.
Like this post? Subscribe to my RSS feed and get loads more!