Not necessarily. In certain situations, doing just that can product a massive (I mean really massive) avalanche of responses.
You see, if it’s obvious that your product has a perceived drawback or a negative that the general public is aware of, it’s possible to lead with that negative in your advertising and actually turn that into a positive and secure more sales.
I call this The Law of Confession and I talk about it in detail in my copywriting courses.
Some of the greatest advertising campaigns of all time reached their status by showcasing or highlighting a negative feature of their product.
As I mentioned, the key is to talk about the negative element then turn that negative into a positive.
Why does this work?
You see, when you say something negative about your own product, consumers accept it as being the truth. They don’t need proof. Then – when you twist that into a positive, they often accept that without questioning it as well.
What’s more, they appreciate the honesty.
A great example is one of VW’s advertising campaigns in the 1960’s.
In the mid 60’s Volkswagen had been around for a while and was suffering a bit of an image crisis. Everyone already knew that a VW was affordable and fuel efficient so VW needed to come up with a fresh approach.
The creative team at the legendary agency Doyle, Dane, Bernbach (DDB) ventured off to the VW factory and spent vast amounts of time studying he production process in great deal.
They went back to their offices and turned out a series of ads that are now recognised as some of the most successful in history. Instead of putting a positive spin on the VW, they featured headlines like ‘Ugly is only skin deep”, “Lemon” and “Think Small”.
So – question for you. Is their a widely held belief by the public, that there’s some negative element about your product or service … or your industry in general?
Another question: How can you address this head-on in your copy then spin it into a positive?
For more ideas on writing ‘words that sell’ download a free copy of Kristina’s controversial report, “17 Fundamental Truths that Tell the Real Story About Writing Words that Sell”.