Marketing Lessons Learned from the Method Actors (2,018 words)
You're David Oreck. You manufacture and sell the best, lightest, most rugged and efficient vacuum cleaner ever designed.
It is in use by more than 50,000 hotels worldwide—from the elegant Windsor Court in New Orleans to the Holiday Inn in Seattle. It's a truly great product; every home and office in America should have one.
Your message to the consumer:
Take the Oreck challenge. Send for my Oreck-XL for a 15-day free trial. When it arrives, clean all your rugs and carpets with your current vacuum cleaner. Then go over them again with my Oreck-XL, look in the bag and see how much dirt your old vacuum cleaner left behind. If for any reason you feel my Oreck-XL fails to live up to my promise or your expectations, return it. I'll pay shipping both ways. You owe nothing. This is an entirely risk-free offer.
Your key copy drivers: fear and salvation.
Fear of disgusting dirt and leftover dust in your carpets; salvation with an Oreck vacuum cleaner.
In the words of the great 1920s advertising practitioner, Claude Hopkins:
The right offer should be so attractive that only a lunatic would say 'no'.
And, Maxwell Sackheim, founder of Book-of-the-Month, said of offers:
Make it easier to say yes than to say no.
Oreck has done this.
Or has he?
Where Oreck's Message Will Totally Bomb
You're a homeowner.
You have had chronic allergies all your life. You don't have a single carpet or rug anywhere. Instead, your entire house has exposed hardwood floors. You won't have a vacuum cleaner because it blows dust around.
How does Oreck's message resonate with you?
If Oreck knows this about you, he has two choices:
(1) Spend no money promoting his product to you, because you don't have carpets and don't believe in vacuum cleaners.