Question

Topic: Advertising/PR

How To Market Unbelievable Results?

Posted by Anonymous on 11/7/2007 at 12:11 PM ET 250 Points
Hi,

Did you ever market something, which gave unbelievable results?

If so: what was it and how did you do it to overcome skepticism, denial or resistance? How did you make the "impossible" believable and desirable?

Background: This is no theoretical question. As I pointed out earlier (https://www.marketingprofs.com/ea/qst_question.asp?qstID=20505#135290) I'm going to offer a service, which does exactly this: yielding unbelievable results on a routine base.

Besides my difficulties to explain the benefits the underlying problem remains and the marketing subject is not important: what do you do when your prospect thinks "I can't imagine that this should be possible, useful or beneficial for me"?

I'm not trying to solve my specific problem in this post. Rather, I'd like to learn from your experience.

I think common strategies don't work well for such a situation. Asking my prospect "why do you think it's unbelievable?" requires a trustful and open relationship beforehand to yield useful results. Preparing excellent benefits is problematic too, if they are hard to believe. Promising less might be a strategy, but it also hides the real benefit. Examples didn't work (not only for me) as it's always easy to state "well, my case is different and it doesn't apply".

Thank you in advance for sharing.
Michael
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RESPONSES

  • Posted by Peter (henna gaijin) on 11/7/2007 at 3:14 PM Accepted
    You need to provide believability.

    For example, drug developers do this by having outside (independent) studies done for their drugs.

    Or you could get some sort of approval or certification (like the energy star certification for low power use appliances).

    Or, if these are not available, you could use customer testimonials and client lists as a way to show that you are providing a useful product/service.
  • Posted on 11/7/2007 at 6:23 PM Accepted
    I agree with Peter...you have to make the "unbelievable" "believable" or we aren't going to believe it and buy it.

    Back your claims up ... get others to back you up...

    Study your target beforehand so you know how it is relevant to them and you can show how it is...that's my best advice
  • Posted by Jay Hamilton-Roth on 11/7/2007 at 11:00 PM Accepted
    Since you're claiming something that most people don't believe is possible, start right out and say, "I know you'll think that it's common sense that you can't ___, but I do this thing every day. It takes someone with special ability to push the limits common "wisdom" and I'm one of those people. For example, with Joe Smith (Anytown, USA) I shattered a belief that ____ by doing _____"

    This sort of script immediately appeals to the fact that you know they won't believe, that the problem is how they're framing their worldview, and that you're one of those people that reframes their world. Joe Smith can act as a testimonial (if necessary), but by showing the problem & your solution you've given them a window into your workings.
  • Posted on 11/9/2007 at 7:08 AM Author
    Dear all,

    Thank you for your replies. It’s always good to have an outside view on a problem. What I find interesting and haven’t considered so far is:

    * looking for an outside study
    * recheck testimonials
    * translate benefits into my target groups situation (I need to redo this)
    * using a cryptic form
    * using Jay’s template proactively.


    Kathy,

    I have some difficulties to fully understand your suggestion. Do I get it right, the 3 questions are open questions to get my audience involved and to stimulate creativity? What’s the idea of the cryptic form? In the coffee example is this a way to do it?

    * Let’s find ways to serve a good cup of coffee (objective)
    * What would it take, what would you have to do (have)?
    * What tools do you use, what do you do (do)?
    * Who are you when you drink a good cup of coffee (be)?

    Thanks again,
    Michael
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