An advertisement I happened upon incorporates what I think was a very effective form of “reverse psychology” as a way to appeal to customers: “It’s not your fault”, the ad read.
If your hot water heater “chose” a weekend to break down – well, that’s not your fault and you shouldn’t be charged extra for the service call. Carl’s Heating & Air’s value proposition, in fact, is this: “We Keep the Same Price 24 Hours a Day, 7 Days a Week”.
Making prospects feel “in the right” can be a good marketing tactic when it comes to blogging content as well as in advertising copy, I believe. Think about it – so much marketing is based on “why you need to….” and “have you been using the wrong…..” . In general, negative marketing attempts to form a bond with customers by commiserating about their daily pain, identifying something that the customers hate, and ridiculing it, explains 602communications.com. In a way, the Carl’s Heating & Air ad IS commiserating about the customer’s frustration at having their hot water heater go down (and even worse having it happen on a weekend). But rather than focusing on their own inconvenience (having to hire workers and pay them overtime to work on a weekend), the Carl’s ad is all about the customer’s unhappy plight.
Even when it comes to myth debunking in corporate blogs, addressing misinformation about our industry, our content has the potential of rubbing readers the wrong way. People generally don’t like to have their assertions and assumptions challenged, even when they came to a website seeking information on a particular subject. That’s because part of us resents being told that something we’d taken for granted as true is in fact a lie.
Prospects, like customers, aren’t always right. As blog content writers, we know that. But putting them “in the wrong” is a bad, bad idea. The blog can set forth a unique value proposition while at the same time reassuring readers that It’s Not Your Fault!