from Bob Bly via Gary North
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:
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.
Sincerely,
Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
www.bly.com
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
www.bly.com
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