One of the reasons why many products fail is because of one aspect of human nature.
Let me explain…
Let’s say you are a marathon runner, and somebody tries to sell you a spray that you put on your feet before you go to sleep to prevent athlete’s foot.
You will most likely ignore the sales message because it is a problem that may or may not occur.
It’s not really bugging you at that moment.
But let’s say next week you get athlete’s foot and you’re at the corner pharmacy trying to find the strongest thing they’ve got to cure it.
These two situations illustrate two general principles.
- First: It is human nature to think you’re never going to get the disease or affliction that the preventive can prevent, so it becomes a very tough sell.
- Second: If you do get the disease or affliction, you’re willing to pay a whole lot more for the cure than you were for the preventive and it’s easier to sell.
Sell a cure, not a preventative.
If you have wrinkles, you are a great prospect for wrinkle creams and treatments. They represent cures, not preventives.
And think about it.
Don’t the preventives like creams to moisturize your skin and sunscreens to avoid sun damage cost a lot less than the cures?
But some of the effective wrinkle eliminators cost plenty for a small jar.
You first need to ask yourself these following questions ,
1.“Is this product a preventive or a cure?”
2.“Can the product be presented as a cure rather than a preventive?”
3.“Is the market trend changing the perception of your product from being a preventive to being a cure?
4.“Or do you simply have a preventive that does not have a broad enough market?”
- If you’ve got a cure and the market is large enough, you’ve got a powerful product.
- But if your product is a preventative think in terms of how you can change it into a cure.
Make a Preventive a Cure
Joseph Sugerman used to sell a product named, “The pill”.
It is a fuel-conditioning treatment for automobiles. It is a pill you put in your gas tank, and it is both a preventive and a cure.
First, as a preventive, it helps you avoid engine problems by cleaning out your engine before anything serious happens to your car from impurities that could lodge in your fuel injectors. It reduces pollution to help you pass the many mandatory emissions tests conducted throughout the United States, and it prevents you from having to visit the repair shop.
But when he presented the product on tv, he didn’t talk much about what it prevents but rather what it cures.
It cures engine knock, it eliminates ping, it saves up to 10 percent on gas.
In short what he did was he emphasized the curative aspects of the product and underplayed the preventive features.
The only type of product that doesn’t follow this rule.
The main reason preventatives don’t work is because it treats a problem that may or may not occur.
And that is not actually plaguing your prospect at this moment.
But 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-prevention 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.
Anyways, Thanks for reading 🙂