Here is what I have learned from chapter 10 of the book breakthrough advertising by Eugene m Schwartz.
And I just want to say that I had to research a lot to make this post. So, please go to a quiet place and pay a little attention. I am telling you this because I personally find myself spacing out while reading articles online.
No product is perfect. And if the customer has to pay money to get your product, he will show some form of resistance against buying your product.
And if you do not take action to redefine the drawbacks which are causing the person to feel uncertainty about buying your product, It can actually kill your sales.
Which is something we don’t want.
Today I will tell you three ways you can remove objections to your product.
3.Reducing price. ( without reducing the price)
So what are some of these drawbacks?
So first we need to understand what is making your product less acceptable to the general public.
And after we understand the thing that is holding our product back then we can redefine those features in our Ad.
They fall into three general categories,
- First, there is the type of product that is (or that sounds) too complicated—too hard to use.
- Second, there is a product that is not important enough— whose basic appeal doesn’t have a broad enough market.
- And third, there is the product that just costs too much. Its price is so much above the price of other products in its class that people simply turn away when it’s mentioned.
So how can we fix this problem?
It’s amazing how many products fall into one or all of these categories.
But they can be fixed by the same mechanism, which is called “redefinition”.
Redefinition is the process of giving a new definition to your product.
It says that the product is this rather than that. And if possible we must redefine certain drawbacks before the prospect even realizes that they exist.
A really good example of reidentification is LIFEBOY soap. Lifeboy was a good soap that did a good cleaning job.
But it had one overwhelming drawback, a horrible medicinal odor. To remove the horrible medical odor they also had to remove the cleaning power.
So what they did instead was they created a campaign where they made the strong medical odor an asset instead of a liability.
They focused more on the odor of the prospect rather than the soap. They promised that it would eliminate the bad odor of the prospect.
And they used the strong medical odor as proof that it was, in fact, capable of doing what they promised.
This is the simplest, and often the most effective kind of redefinition. But not everyone sells soap. So let’s discuss some other ways you can turn a liability into an asset.
Our first category is the overcomplicated product—the product that sounds too hard.
Mmm, but I think you need to see a great example of simplification to get a good idea.
The Ad that wasn’t successful:
“Save up to $100 a Year on Your TV Repairs!”
( Sorry but I do not have the body of this ad but the headline is pretty self-explanatory, they just told people that they can save a hundred bucks if they could learn to repair it by themselves. But the word repair was pretty intimidating to the public so things didn’t work out for them)
The Ad that was successful:
“Five Minutes a Week for Perfect Reception.
These TV experts have discovered that your TV set is a great deal like your body in this respect—that it gives you warning signals before it has a major breakdown.
For instance, after your set was installed, ‘it probably played perfectly for the first week.
But then it began to suffer from the vibration, the jarring, the interference of other electrical appliances in your home. The picture might suddenly begin to flop over or flicker—lines may appear on your screen.
Now—and this is important—if you had the knowledge to quickly make a few minor adjustments, on the outside controls of your set, then you could correct those symptoms.
You could keep that set playing perfectly, and you could prevent major breakdowns in exactly dying the same way they were prevented in these manufacturers’ tests.
If you do not have this knowledge … if you do not make these adjustments, then your set will weaken, you will get a consistently bad picture, and you will have to call a repairman.”
So all they here are they made repairing sound less intimidating.
They simplified the product in 3 ways.
- First, they immediately compared the television set to the human body, and therefore minor maladjustments in the set to warning signals given off by the body before it becomes seriously ill.
By making this comparison, the copy relates the intricate, technical working of a television set to something as commonplace and familiar as the running nose that warns you of an approaching cold.
Because of this comparison, some of the mystery of the set is explained away; and the owner gains a new feeling of confidence in dealing with it himself, as something he understands.
And, at the same time, this comparison distinguishes between the relatively rare major breakdowns, and the far more frequent minor maladjustments, which he can now treat himself as easily as he’d take a cold tablet to stop his running nose.
- Secondly, they continuously described these minor maladjustments as “warning signals” and “symptoms” rather than “breakdowns” or “repairs.”
This makes them sound easily corrected.
- And finally, by stating outright that these minor adjustments can be corrected by “making a few minor adjustments, on the outside controls of your set.”
Therefore, “repairs” are redefined as “adjustments”.
And troubles on the TV screen are redefined as “warning signals” or “symptoms”.
And “repair calls” or “breakdowns” are carefully segregated into the least-likely-to-occur 5% of all possible TV troubles.
So if your product is really complicated to use or it sounds complicated to most people here is what you need to do.
- Make your product sound more simple, or explain how your product works in a really simple way.
Here is another example for those of you who still do not understand.
Only 15 Minutes a Day.
Nor is there very much to learn.
In Mr. Cody’s years of experimenting, he brought to light some highly astonishing facts about English.
For instance, statistics show that a list of sixty-nine words (with their repetitions) make up more than half of all our speech.
Obviously, if we could learn to spell, use, and pronounce these words correctly, we would go far toward eliminating incorrect spelling and pronunciation.
Similarly, Mr. Cody proved that there were no more
than one dozen fundamental principles of punctuation. If
we mastered these principles, there would be no bugbear of punctuation to hamper us in our writing.
Finally, he discovered that twenty-five typical errors in
grammar constitutes nine-tenths of our everyday mistakes.
When one has learned how to avoid this twenty-five pitfall, how readily one can obtain the facility of speech which denotes the person of breeding and education!
When the study of English is made so simple, it becomes clear that progress can be made in a very short time.
No more than fifteen minutes a day is required.
Again, complicated stuff becomes simple.
Here you are dealing with a product which works, and which is acknowledged to be easy enough to use—but which simply does not have an appeal broad enough to assure it of a mass market.
Your job here is to escalate your product. To give it more importance in your prospect’s eyes.
You do this again by Redefinition.
- Here You need to broaden the horizon of the benefits of the product.
- You need to redefine the role that the product plays in the prospect’s life.
- You widen the area of reward that your product yields to the prospect—showing him that it enters into dozens of vital situations every day, paving off for him where he might least expect it.
Here is an example;
Revolutionary new Word Power Machine makes you a master of English overnight.
It automatically gives you a power-packed vocabulary— to make your ideas crackle with excitement .. . to hold others spellbound with the power of your speech and your written word.
Automatically spots embarrassing errors in grammar, spelling, pronunciation you didn’t even know you were making. Clears them up at once.
Frees your mind from worry . . . lets you feel at ease in am- company . . . gives you the blazing new self-confidence you need to make anybody like you—to win people over irresistibly to your point of view…
This approach redefines the benefits of the product. Here they tried to increase the benefits appeal.
But there is another way to increase the importance of your product. By showing that something the prospect wants very much hinges directly upon the performance of your product.
The spark plug AD is a good example;
Yes. You pay $2,000 . . . 83.000 . . . $4,000 for your car.
And a single 99c part robs you of the real power and enjoyment that car should give you.
Or here, in an advertisement for a speed math course: If you want to get ahead fast… if you want a position of real importance and responsibility—then knowledge of this kind of super-fast, super-accurate mathematics is ‘AN ABSOLUTE NECESSITY for your future!
Now let’s look at the third way which is-
Reducing price. (without Reducing the price)
Here you have a product which costs way too much. Your job is to make that price seem less.
But how do you know your product costs too much?
Because it’s being compared with other products in the same field. And how do you whittle away, psychologically, at this price?
By switching the comparison, and relating it to some other, more expensive standard.
For example, here is an enormously successful mail-order ad for spark plugs, which sold for $1.49 each, or one and a half times the standard for the field, and twice as much as the discount price.
Did the copywriter therefore sav that “They may cost a little more, but they’re worth every cent of it.”?
Of course not.
He made them cheap, and he did it in these two paragraphs of psychological redefinition:
“Up to now these extraordinary SA FIRE INJECTORS were practically made by hand and would have to sell for as high as $5 each.
But we knew that 30 or 40 dollars were more than the average driver could afford—so we decided to get the price down so low that these injectors would pay for themselves 12 times in one year of driving.
So here is the lb.3 inv astonishing proposition.
If you will check your car’s performance before and after you install your SA Fire Injector System and then tell your friends and neighbors about them, here is what I am prepared to do for TOIL You can have a set of SA FIRE INJECTORS for the year and model of your ear for only a fraction of their value.
If you act now they are only S1.49 each. . . . ”
Do you see how he does it?
Do you see how many times he does it in these two short paragraphs?
The other half of the Ad;
“Here they are. Did you catch them all? “practically made by hand . . “would have to sell for as high as So each . . .” “30 or 40 dollars…
The price is down so low that these injectors would pay for themselves 12 times in one year of driving… ”
(Here is the magic word, “low”; now legitimatized in your exes by the description of the hand-made set in the phrases that preceded it.)
(Not only value but the reward. Not only low-priced but gas-saving. And again, the comparison to a higher figure—this time the money you’ll save on gas.)
(Please read the bolded texts and the examples once again because you might forget it)
Thank you for reading so far.