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Stompin’ on the stump
We are neck-deep in political advertising. And it will be this way for several months. Whew! That’s a depressing thought. As a sales trainer, watching political ads is a real challenge. Why? Because of the negative ads.
As someone who is committed to teaching salespeople to take the high ground and not bad-mouth the competition, it is frustrating to watch candidates for the highest office in this land trash the competition. The reason they do it is because it works.
Before you burn up the keyboard disagreeing, let me share something with you. I didn’t say viewers like the ads. I simply said the ads work. They work because researchers have discovered that viewers remember negative ads more than they remember positive ads. So, for recall purposes only, negative ads are more powerful.
It doesn’t matter. We will continue to teach salespeople to take the high ground and brag about their products versus bashing a competitor’s offering. When you bash a competitor, you could be selling against a buying decision the buyer made in the past and no one likes to hear they made a lousy decision.
Stompin’ on the stump
February 25, 2008
We are neck-deep in political advertising. And it will be this way for several months. Whew! That’s a depressing thought. As a sales trainer, watching political ads is a real challenge. Why? Because of the negative ads. As someone who is committed to teaching salespeople to take the high ground and not bad-mouth the competition, it is frustrating to watch candidates for the highest office in this land trash the competition. The reason they do it is because it works.
Before you burn up the keyboard disagreeing, let me share something with you. I didn’t say viewers like the ads. I simply said the ads work. They work because researchers have discovered that viewers remember negative ads more than they remember positive ads. So, for recall purposes only, negative ads are more powerful.
It doesn’t matter. We will continue to teach salespeople to take the high ground and brag about their products versus bashing a competitor’s offering. When you bash a competitor, you could be selling against a buying decision the buyer made in the past and no one likes to hear they made a lousy decision.
Posted by Tom Reilly on February 25, 2008 | Comments (0)
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