How To Turn A Product’s Biggest Flaw Into Your Greatest Advantage

Quick question:

Have you ever had to write copy for a product you really didn’t believe in?

Maybe it was because you felt there were better products than it. Maybe you thought the name or design was dumb and ugly.

Whatever the reason, you knew for certain you’d never be caught using that product.

I know I felt that way when I discovered the Toyota Prius for the first time (WARNING: Political Incorrectness ahead)…

I would go on and on about how much I detested that car. I shared all the objections of any guy with their masculinity intact:

  • “A PRIUS? Get the Fluff Outta Here!”
  • “Only a pansy would drive that car!”
  • “There’s no way you’re getting p***y driving in that thing!”
  • “That has to be the fruitiest car I had ever seen!”

And obviously, the main objection:

“I would NEVER be seen driving that PUNK-ASS car!”

Then one day, my friend and one of the greatest men I’ve ever met, Kyle Craig, calls me up one day out of the blue:

“Josh! We’re going to a private business reception at a mansion in Rancho Santa Fe! I’m going to pick you up in this sick new whip I just bought!”

Because Kyle is so cool it’s stupid, I’m thinking he’s gonna pull up at my house in a Lexus or a Mercedes. But no. Dude pulls up in a Prius. A freaking Toyota Prius…

“What do you think?” He asked me.

And guess what I told him?

  • “A PRIUS? Get the Fluff Outta Here!”
  • “Only a pansy would drive that car!”
  • “There’s no way you’re getting p***y -“

Just kidding. (LOL). I totally would’ve said that if he hadn’t said this right before my verbal onslaught…

In so many words, he goes:

“Yeah, I know. It’s a Prius. I get made fun of for it all the time. But DUDE. The gas mileage on this car is insane! (90 miles a gallon!). And it’s incredibly smooth and quiet. Plus, it’s a hybrid car, which means it’s half electric. So I can charge my car and drive from San Diego all the way to LA on just a quarter-tank of gas! And bro, look at the amount of room that’s in this car! It’s so freaking spacious!”

I’m not sure if Kyle realized this, (he might’ve ‘cause he’s also a master salesman), but he showcased a powerful psychological trigger:

He brought up the negative objects front and center before talking about the car’s benefits.

He knew of the car’s perceived flaws before I even had to say anything. And because he did this, he was able to dismiss the fact that his car is a punk-ass Prius (LOL) and move on to the astounding benefits.

By the time he drove me to the mansion in Rancho Santa Fe, I was convinced that the Prius is actually a really nice car. In fact, I’m even considering buying one for myself…

Kidding again. I STILL would never be seen driving that car LOL.

Learn how to drown your prospects with a grip load of benefits in the blog: Flood Your Reader With a TON Of Benefits.

The Trigger Of Objection-Raising

Copywriter legend Joe Sugarman talks about the trigger of Objection-Raising in his book “Triggers.” Why is this trigger so powerful? Because once you’ve raised the objection, you can spend the rest of your sales copy resolving it with a plethora of solutions.

In other words, once you’ve pointed out the main flaw, you can describe all of the things that make up for the product’s shortcomings.

Because here’s the thing: Your prospects are far smarter than you think they are. Many times, they’re going to know about the flaw far sooner than you think. And if you pretend like there’s no flaw at all, they’re going to sense that, and they’re going to feel as though you’re disingenuous, which is never a good thing.

Learn how to elevate your copy with solid evidence in the blog: How To Sell Your Products With Solid Evidence.

Always Be The First To Bring Up The Negatives

Avoid deception at all cost! Be the first to address the negatives and flaws! If you show honesty in the beginning of the interaction with your prospects – especially in person – they will appreciate that and feel more comfortable buying from you. Before you know it, you will have to turn your product’s biggest flaw into your greatest advantage!

For more copywriting tricks, tips, and strategies, check out the blog at JDCopywritingINC.com.

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