Fly on the E-Commerce Cyberwall

Turning Your Negatives Into a Positive
What do you do if your business is saddled with something that puts you at disadvantage in comparison to your competition?

Turn it into an advantage, of course!

I saw a great example of this in a TV commercial last night. Let me pass it along to you as a lesson in effective copywriting that you can apply to your business.

A popular allergy medicine had just been taken off the shelves and put behind pharmacy counters. It wasn't because anything was wrong with the medicine itself. It simply contains an ingredient that could be extracted to manufacture illegal drugs.

Suddenly, this medicine was at a severe disadvantage to those drugs that remained within easy reach of the general public.

So what did the company do? They made the fact that the medicine had been restricted the key selling point of the commercial.

The commercial showed one happy allergy sufferer after another thanking the maker of this drug for keeping the restricted ingredient in the medicine. And in doing so, they backhandedly accused this company's competitors of making their medicines less effective so they could stay on the shelves.

It was a classic example of framing a disadvantage as a considerable advantage. Not only did the commercial portray the medicine as far more effective than its competitors, but it also trained potential customers to obtain it by asking their pharmacist for it by name.

And it portrayed the manufacturer of this medicine as a company that was genuinely concerned about the well-being of its customers instead of as one that looked out only for how it could make the most sales.

Take a look at your own products. What disadvantages do they have when compared to your competitors? Then think creatively. Figure out how you can turn your disadvantages into advantages like this medicine did.
Jeff


P.S. Copywriting is perhaps the most important skill to build as an entrepreneur. Nothing can boost your sales as powerfully as well-written copy.

If you want to take steps to improve your copywriting skills, click here and sign up for Clayton Makepeace's free newsletter. You'll get four free reports for signing up.

You'll get a lot more than just that, though. You'll get frequent copywriting tips from the copywriter who is considered by many to be the best in the business.

Frankly, I think you'll be amazed at the tips this guy gives away for free in his newsletter.

Labels: Clayton Makepeace, copywriting