How can advertisers hurt the sales of the products or services they are obliged to help try to sell?
I don’t think there is anything more shocking than a reverse effect of a message. Imagine you wanted to tell someone how good something is and instead they understand it as how bad it is. Wow! I know. Let’s say you intend to convey the benefit of something, but it rather gets received as harm and downside.
Here are lessons from Dr. Cialdini’s book, “Yes”:
• Don’t encourage consumers to think of as many reasons as possible to choose your goods and services. Why?
Ad for BMW
Imagine you are in the market to buy a new car. You open a magazine and see an ad for BMW that says the following: “BMW or Mercedes? There are many reasons to choose a BMW. Can you name 10?”
What’s wrong with this? Well, nothing, until the reader tries to name 10 reasons. It’s hard, isn’t it? That’s when they will get in doubt about BMW, and in fact they may change their mind. Imagine instead if they were asked to name one. Or even more interesting: Name 10 reasons for choosing a Mercedes! :D
• Reducing appointment nonattendance rates:
“Hundreds of patients don’t show up for their appointments. Call in to cancel your appointment if you won’t be showing up.”
• Increasing voter turnout:
“Last time, 22 million people did not vote.“
• Trying to reduce litter and pollution:
How about you see an ad poster saying “This year Americans will produce more litter and pollution than ever before.“
What do you think is the effect of these ads? Unfortunately they unintentionally promote rather than prevent a disapproving act, by conveying that it’s quite common.
What’s sad is these ads are well intentioned and even reflect reality. But that’s when it becomes important to look at things happening around us and actions and thoughts that we initiate, from different aspects.
