Many copywriters believe that no advertisement that promises to prevent a future problem will work.
They think that because it treats a problem that may or may not occur. And that is not actually plaguing your prospect at this moment.
So that’s why they think it can ever be effective.
Well, that is not entirely true.
This is true—but only for those problems which affect him personally.
The person seeing the AD is perfectly capable of imagining such problems afflicting his loved ones, his friends, his wife and children, even his nation.
This is why decay-preventing toothpaste sold so well when the ads focussed the decay, not on the parent, but on the children.
That’s why there is a thing called life insurance.
The person buying the insurance does not picture his own death.
But rather the person thinks of horrors inflicted upon his wife and children if insufficient money is left over to take care of them.
To sum up: A man will not visualize future disasters occurring to himself, but he is perfectly capable of visualizing, and buying preventatives from, the image of such future problems affecting others around him.
So if you are thinking about creating an advertisement that focuses on the prevention of a future problem, keep in mind that the success of your ad is based entirely on your product.
If the advertisement you are trying to create warns the reader about the future problem that may occur to him, you are wasting your client’s money.
But if your advertisement focuses on future problems that may occur to the person’s loved ones, I am pretty sure that it will work.
I used to make these types of mistakes all the time. I remember, when I was trying to create a shampoo advertisement. I tried to tell the reader about what would happen if he didn’t use our product rather than what he could gain from it.
It was a total disaster.
So remember nobody buys life insurance to ensure his own life.
Thanks for reading 🙂