When I’m hired to increase a client’s sales, a lot of times I’m able to repackage information they already had into a more effective presentation.
Have you seen this Allstate commercial where the spokesman says:
If you think GEICO is the cheap insurance company, then you’re really going to be confused when you hear this: drivers who switched from GEICO to Allstate saved an average of $518 a year. Confused? Don’t be.
How do you interpret that statement? Do you think Allstate must be a less expensive insurance company than Geico? (In general, Geico is considered to have lower rates for more people).
Here’s the crucial line: “Drivers who switched from Geico to Allstate…”
That doesn’t mean that Allstate has better rates for most drivers. In fact, the percentage of people who can save money from switching from Geico to Allstate could be tiny. (I’m not saying that it is, I have no idea)
But which people WOULD switch from Geico to Allstate? -The people who can save money. Which makes their quote legitimate.
So by cleverly stating a narrow range of a specific statistic, Allstate came up with a strong commercial.
How can you use this concept to make a stronger case for your product or service?
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About Tim Gross Tim Gross is an online marketing consultant, direct response copywriter, author, and video training developer. For the latest free training videos, free advice, and additional resources, subscribe now at http://InternetMarketingCourse.com or at his blog http://TimGross.com |
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Evelyne Ploeger
587 days ago
You are a very thoughtful author. This is a fantastic article.