I was waiting
in line at a coffee shop when I spotted an ad posted for a used '94 Corvette.
Among the car's mileage, owner's asking price, and other standard information
contained in a normal automobile ad was the line “never been wrecked”.
Ok. Thousands of cars on the market have never been wrecked.
It's entirely possible this particular Corvette has never been driven into
a lake, either. But listing this strange information about the car
probably won't make it more attractive to the potential buyer. It
would likely arouse suspicion.
What if this sort
of strategy were used in an ad for a house? “Four bedrooms, swimming
pool, central air, never been burned to the ground...” I think the
last statement there might bother house shoppers. “Why, exactly,
did the owner write that in the add? Let's go look at that other
house across town...”
How about introducing
this kind of advertising for antique dealers? “Exquisite, hand painted
17th century porcelain vase: gold leaf, European design, never smashed
into billions of pieces.”
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