I’m not fond of advertisements or PR campaigns that are built on the foundation of people doing something wrong.
Drinking bud light? You’re drinking wrong, drink this instead. Starting fire with newspapers? You’re doing it wrong, do it this way instead. Spending countless hours playing video games instead of being outside? You don’t know how to have fun because you’re doing it wrong.
No matter how right one may be right, I can’t justify getting behind a campaign that embraces a product or service’s rightness by pointing out the user or consumer’s wrongness.
It takes a certain amount of passion and faith about a product to state to someone they are doing it wrong and to do it right they should invest in your product.
It takes even more passion and faith (and a great product) to not need to.
Stay Positive & Focus On What’s Right, Not What’s Wrong
p.s. also by giving examples of wrong ways, you’re planting the idea of doing it any of those ways instead of the “right” way you’re suggesting. What’s wrong for you might be right for them.
p.s.s yes, this may be a bit abstract. Feel free to email me to chat more.
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