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<\/p>\n<\/p>\n
Every blender company can call its machine powerful, durable, or heavy-duty, which is exactly why those words carry so little weight by themselves. The advertiser gets to make the claim, while the prospect is expected to supply the belief.<\/p>\n
\ud835\uddd5\ud835\uddf9\ud835\uddf2\ud835\uddfb\ud835\uddf1\ud835\ude01\ud835\uddf2\ud835\uddf0 found a better arrangement.<\/p>\n
In its \ud835\ude1e\ud835\ude2a\ud835\ude2d\ud835\ude2d \ud835\ude10\ud835\ude35 \ud835\ude09\ud835\ude2d\ud835\ude26\ud835\ude2f\ud835\ude25? videos, founder Tom Dickson fed the machine golf balls, marbles, rake handles, and other objects no reasonable person would put into a blender. Then viewers watched the blades tear them apart.<\/p>\n
That changed the persuasion problem.<\/p>\n
Blendtec no longer had to say, \u201cTrust us, this thing is powerful.\u201d A golf ball turning to powder made the argument in a form that was harder to shrug off.<\/p>\n
Many advertisers treat proof as an afterthought. First they write the claim: powerful, fast, durable, easy, superior. Then they go looking for testimonials, statistics, credentials, and explanations to support it.<\/p>\n
Sometimes that is backwards.<\/p>\n
Instead of saying the product is durable, abuse it. Instead of saying it is fast, time it. Instead of saying it is easy, hand it to a beginner and let people watch.<\/p>\n
But the demonstration has to prove something buyers care about. A spectacular stunt that reveals nothing useful about the product is just entertainment.<\/p>\n
Blendtec reportedly launched its first videos with about $50 in spending, and the company later reported roughly 700% growth in home-product sales, although that doesn’t establish how much of the increase the videos caused.<\/p>\n
That’s the standard to carry into your own copy: when you write an adjective, ask whether you can make the prospect witness the evidence instead.<\/p>\n
\ud835\udde7\ud835\uddf5\ud835\uddf2 \ud835\ude00\ud835\ude01\ud835\uddff\ud835\uddfc\ud835\uddfb\ud835\uddf4\ud835\uddf2\ud835\ude00\ud835\ude01 \ud835\uddfd\ud835\uddff\ud835\uddfc\ud835\uddfc\ud835\uddf3 \ud835\uddfa\ud835\uddee\ud835\ude06 \ud835\uddef\ud835\uddf2 \ud835\ude01\ud835\uddf5\ud835\uddf2 \ud835\uddfd\ud835\uddff\ud835\uddfc\ud835\uddfc\ud835\uddf3 \ud835\ude01\ud835\uddf5\ud835\uddee\ud835\ude01 \ud835\uddf9\ud835\uddf2\ud835\ude01\ud835\ude00 \ud835\ude06\ud835\uddfc\ud835\ude02 \ud835\uddf1\ud835\uddf2\ud835\uddf9\ud835\uddf2\ud835\ude01\ud835\uddf2 \ud835\ude01\ud835\uddf5\ud835\uddf2 \ud835\uddee\ud835\uddf1\ud835\uddf7\ud835\uddf2\ud835\uddf0\ud835\ude01\ud835\uddf6\ud835\ude03\ud835\uddf2.<\/p>\n
RW<\/p>\n
.<\/p>\n
.<\/p>\n
.<\/p>\n","protected":false},"excerpt":{"rendered":"
Every blender company can call its machine powerful, durable, or heavy-duty, which is exactly why those words carry so little weight by themselves. The advertiser gets to make the claim, while the prospect is expected to supply the belief. \ud835\uddd5\ud835\uddf9\ud835\uddf2\ud835\uddfb\ud835\uddf1\ud835\ude01\ud835\uddf2\ud835\uddf0 found a better arrangement. In its \ud835\ude1e\ud835\ude2a\ud835\ude2d\ud835\ude2d \ud835\ude10\ud835\ude35 \ud835\ude09\ud835\ude2d\ud835\ude26\ud835\ude2f\ud835\ude25? videos, founder Tom Dickson fed the […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-735","post","type-post","status-publish","format-standard","hentry","category-copywriting"],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/735","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/comments?post=735"}],"version-history":[{"count":5,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/735\/revisions"}],"predecessor-version":[{"id":741,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/posts\/735\/revisions\/741"}],"wp:attachment":[{"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/media?parent=735"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/categories?post=735"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/richardwinser.com\/blog\/wp-json\/wp\/v2\/tags?post=735"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}