[New post] These 3 words add clarity to whatever you sell
Published: Wed, 03/30/16
Rosser Reeves is a name in the advertising world that rings with grand achievements.
First, he’s credited with creating the phrase “unique selling proposition,” the idea that any product or service must offer a clear explanation of what makes it different from its competitors.
And second, he was among the first ad men to produce television spots for presidential campaigns. Among his most notable are ads created for Dwight D. Eisenhower and the “I Like Ike” slogan. (Here’s an example.)
Reeves is also widely known for one of the most famous stories in advertising -- one that demonstrates the importance of clarity in your marketing message. In fact, you may have even seen a version of the tale in your Facebook feed.
It goes like this …
One afternoon, on the way back to the office after eating lunch in Central Park, Reeves and a colleague saw a man on a park bench begging for money. Next to the man was a cup and a handwritten sign that read “I am blind.”
Unfortunately for the guy, his cup only held a few coins.
Seeing this, Rosser turned to his colleague and made a bold claim:
“I bet I can dramatically increase the amount of money that guy is raising simply by adding four words to his sign,” he said.
Rosser then walked over, introduced himself to the man on the park bench and offered to make a slight change to his sign. The man agreed and Rosser went to work …
He pulled a marker from his coat, added the four words and then stepped back to watch.
Almost immediately, a few people walked up and dropped coins into the cup. Then another group did the same.
Before long, several people were stopping and talking to the beleaguered man, some even donating dollars. Before long, the cup was brimming with bills and coins.
The once-sad man reached over, discovered his bounty and a smile spread across his face.
So what were the four words Reeves added?
“It is springtime and”
So the updated sign read “It is springtime and I am blind.”
In this case, a contrast in situations is likely what moved more people to part with their money. They empathized with the man by comparing their reality with his.
You see, we often understand situations better when we have something to compare them to.
In his book, To Sell is Human: The Surprising Truth About Moving Others, Daniel H. Pink suggests asking the following question to add clarity to the outcome of what you sell:
Compared to what?
The simple, three-word question allows you to contrast your product or service with alternatives, helping you amplify your message’s persuasive power.
In the case of the man on the park bench, it’s tough for a passerby to identify with being blind. However, once springtime sights are added to the message, you can’t help but understand what the man is missing out on.
So, remember, your marketing becomes more significant when prospects can compare your information with other data.
Talk soon,
Tom