Technique: Two-sided messages.
Most marketers are scared of admitting that their products have weaknesses or flaws. In theory this makes sense.
After all, they're trying to persuade consumers to buy something. So why would they mention the negatives? It sounds stupid.
But surprise, surprise.
Research shows that it's more persuasive to present positive and negative information (Rucker, Petty, & Brinol, 2008). Because it makes people perceive your message as more credible and rational.
For two reasons:
1. Two-sided messages help your brand take advantage of the Spotlight effect.
You see, people tend to focus on the information in front of them and ignore all the information you don't mention.
So by writing about some of the flaws or negatives of your products, your readers will assume that those negatives are the only negatives. And this is an opportunity for you to shape their perception.
2. Two-sided advertising messages are generally more credible than one-sided messages.
And that’s because you're presenting both sides of an argument.
And because you’re acknowledging that your brand has flaws.
Remember what I told you about the Pratfall effect? When you admit a flaw this is a demonstration of honesty. And this makes your marketing claims more believable.
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