“Halitosis makes you unpopular.”
That 1920’s ad campaign skyrocketed revenue for Listerine from $115,000 to $8 million within seven years.
The campaign centered around Jane, a young woman who struggled to get married because of her bad breath.
Advertisers have been using fear to sell products ever since.
Having bad breath captured attention because it shined a light on a problem people didn’t want. The ad shocked people.
There’s a good lesson here.
You capture people’s attention with their emotions.
Example for an accounting firm:
Original
Get more money back.
Revision
How do you know you’re not overpaying property taxes and insurance premiums 6-8% ever year?
Example for Gravy:
Original
Recover money.
Revision.
How much revenue is your stripe account losing without you knowing it?
Example for Know Your Team:
Original
Attract top talent.
Revision
How are you lowering the risk of your best employees leaving?
Example for FleetCardsUSA:
Original
Enjoy Convenience. Fleet cards are accepted nationwide.
Revision
How are you identifying if drivers are skimming $100-$150 per transaction by using fuel cards to buy non-fuel items such as food, beverages, tobacco products, and even lottery tickets?
You capture attention with emotions.
