Today’s most under-used marketing technique

March 23rd, 2018 by Bob Bly

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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This entry was posted on Friday, March 23rd, 2018 at 11:27 am and is filed under Direct Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

12 responses about “Today’s most under-used marketing technique”

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    I think privacy should be a marketing strategy. If Apple’s security stance is so good then why did the starlets pictures get stolen several weeks ago? If Apple had a secure cloud strategy they would have enciphered them via a key on the person’s iPhone so that even if you obtained the user name and their password the pictures would have still been locked when the hackers pulled them down. Similarly Apple’s security in getting things patched is woefully inadequate. Several days ago they discovered a flaw in BASH. My Linux systems had the flawed BASH replaced with the more secure one within 36 hours which saved me since didn’t have to re type my essay. Where is the patch for BASH on iPhone, iPod, Android, and Macintosh? Other than the insecure to begin with model used by Microsoft (no file system protection) even Microsoft is swift to patch problems. I can remember when Apple didn’t patch a bug for over five months after it was reported by an independent security researcher. readers with the wrong impression.

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    The ad is very clear to the viewers about the uses of Flex tape. As you said even the add is not so creative it explains well about the daily uses we have of flex tape and how powerful it is to solve such problems. Good satellite internet service demonstration.

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