In other words, whatever your product or service is, it has flaws, imperfections. The question therefore is not if these negative aspects exist but how do you treat them in your



advertising?

The best way to handle these hurdles in the sale process is to cast these negative elements into a totally new light so the prospect sees them as really advantageous. Now this is not the same as lying. Anything less than the truth would be both unethical and unwise. But what may first appear as a weakness can turn out to be a hidden strength.

Copywriters sometimes refer to this process as reframing or redefinition. And this process is closely tied to answering the objections the prospect will have to making a purchase.

Consequently, you have to cast your product in a totally new and surprising light.

Now there are three general categories of obstacles that must be overcome and so let us see how reframing or redefinition can do the trick.

1. Your product is too expensive.

“Everything is relative.” That's an oft repeated adage that's full with truth. So if your price is considered too expensive the prospect must be comparing your price to other similar products. Your job then is to change the standard of comparison making your product appear like a bargain.

For example, in my sales letter advertising my copywriting service I address the issue of pricing, which is several thousand dollars, by making a comparison to the prospect's Return On Investment. (ROI). The argument then becomes not how much the prospect is paying me but how he will profit from the service. In this new light my fee becomes an “

investment” and not a “cost”.

I often do this same recasting of the price for my clients by showing what the customers would have to pay if they had to create the product themselves compared to getting it ready made.

2. Your product is too complicated, too hard to use.

You must show how simple the product is and demonstrate this if possible. It's not enough to just state in the advertisement that the product is simple to use.

The best method of simplification is to start with the known and gradually move into the unknown. In other words, start with a scenario that is familiar to your prospect and then compare this to your product. This is particular important for new technologies and software. A video demonstration of your product in use or offering a demonstration copy of your software will go a long way in proving your point.

3. Your product is not appealing, not important enough.

Of course you're selling a great product which solves a problem and fills a need in the prospect's life but he is not so convinced. Your job then is to raise the value of the product by expanding on its uses and benefits to your target market. This often involves taking a simple product and finding surprising uses or consequences of using the product.

For example, an ad for a new shower head was advertised for its romantic value. Who would associate something as ‘hardware' as a shower head with romance? But this recasting boosted sales considerably.

One of the most famous and effective uses of redefinition in advertising history was done by Doyle D. Bernbach for Avis: “When you're only Number 2, you try harder. Or else.'

Hertz who was Number 1 felt the pinch.

There is no perfect product. There is no perfect service. But who said you needed perfection to get excellent results?