Today’s most under-used marketing technique

In my opinion, the best TV commercial running today is this one
for Flex Tape:

The reason I think it is so strong is that the commercial
masterfully employs one of the most powerful — and also one of
the most neglected — copywriting persuasion techniques:

Demonstration.

Direct marketers as well as salespeople have long known the
effectiveness of demonstration.

Yet so many copywriters today strangely neglect it.

But Flex Tape makes full use of the tactic with one of the most
dramatic, attention-getting, and convincing demonstrations I
have seen in recent memory.

The TV pitchman cuts a small metal boat in half with a power saw,
tapes it together with Flex Tape, and then takes it out on the
lake for a ride.

He points out, and you can clearly see, that the interior of the
boat is completely dry!

Obviously, he must be confident in the tape’s ability to stick
even when wet.

There’s a lot of other good stuff in the spot I want to call your
attention to as you view it:

>> There are multiple smaller demos packed into the 2-minute spot
such as patching a leaking roof in the rain and instantly fixing
a broken pipe.

>> The pitchman is sincere and enthusiastic without, at least
IMHO, being over-the-top, irritating, or grating, as some are.

>> Quick descriptive phrases convey a lot of features and
benefits; e.g., “super-wide,” “triple-thick.”

>> He implies the tape is equivalent to a weld without violating
the law, saying it “virtually welds” as he slaps it over the hole
in a water tank, immediately sealing it.

Now, as persuasive as the Flex Tape spot is, notice what it is
NOT:

It’s not clever, creative, funny, or entertaining — as it would
be if the typical Madison Avenue ad agency had produced the
commercial.

It just sells.

So you can be pretty sure it was written, produced, and approved
by a direct marketer who counts sales, not creative awards, as
the indicator of a job well done.

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8 thoughts on “Today’s most under-used marketing technique

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