An Ounce of Prevention is… Hard to Sell!
It doesn’t seem to make any sense, does it? Prevention doesn’t sell. Not even if you have a ton of it.
This is what sells:
People care a lot more about the CURE. If you have a cure… NOW you have their attention, interest and dollars.
Uber-marketer Perry Marshall talked about this recently. He mentioned a video created back in the late 80’s to help keep kids off drugs.
Noble and worthwhile, to say the least.
Nancy Reagan, Hollywood and top shelf copywriters all got involved. A beautiful and moving video was produced. It was then sold on a truly inspiring infomercial.
And remember, this was created to help keep your kids off drugs. It was truly a *must have* product.
Guess how many they sold? Zero… nada… zilch.
Prevention, even in the form of virtue and goodness, is just a tough sell. This may sound cynical, but it’s part of human nature.
Stroll through the aisles of Barnes and Noble and you’ll see what I mean. Every other novel is about murder and mayhem, passion and deceit. Not too many books about goodness, virtue and faith.
BIG marketing lesson: Create ‘cure-themed’ marketing as opposed to selling ‘prevention.’ But if prevention is what you really sell, then bundle it as part of the cure.
Exceptional Living client newsletter follows this principle as well.
“5 Secrets For The Perfect Black Friday Battle Plan” is the feature article this month. Check it out here.
I could have featured, “5 Ways to Prevent When Holiday Shopping.” But not only is it boring, it’s prevention-driven, too.
Read the article and you’ll see what I mean. Click here.
Taking action just feels right,
- David Gruttadaurio
“The Print Newsletter Expert”
Newsletter, client newsletter, company newsletter, customer newsletter, direct response marketing, marketing newsletter, newsletter template, newsletter templates, newsletters, print newsletter