I’m really into the idea of positive marketing. My definition of this is marketing that has a positive affect on the consumer, over and above the value of the item or service consumed. Therefore, the marketing itself has to provide value. This can mean education, messaging that supports positive lifestyles, or marketing that has a social benefit on a larger scale. (Think Dove Campaign, which reinforced female beauty at any size.)

But I came across an interesting article that suggests starting off with a negative message might increase the probability of customer buy-in, as people tend to be leery of overly enthusiastic sales pitches.

“Make $10,000 by next month selling frog bait, using my fail-proof method today!! In no time you’ll be making enough money to pay your bills, buy that car you’ve been eyeing and take the vacation of your dreams.”

Okay that was unbelievable because it’s stupid (although I’m sure there’s a marketer out there that would use it), but it also shows enthusiasm without empathy. But if we start off with an empathetic negative statement, the result is somewhat more digestible:

“I was totally struggling to get by. My credit cards were mounting and my rent was 6 weeks overdue. I was at a breaking point when I came across an opportunity to make a legitimate income, selling frog bait. Strange I know, but it worked, and than goodness it did.”

This example sounds a little more tangible, believable and viable (although still completely ridiculous) because it starts with an ache that we can relate to, and goes on to generate a positive outcome.

Now, in my view of positive marketing, the stories used aren’t bullshit and the value goes beyond a tale of how one person avoided becoming a street person, but you get the point I’m making I hope.

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