Campaign Strategy :: The Negative Play

The Negative Play, or Negative Sell, is one you've probably heard before when someone tells you that the sports car your looking at is too fast, or the TV is too big, or the painting is too expensive. Tell them that they can't have it and they want it more than ever.

It's simple human behavior. We tend to want what we can't have. This campaign strategy is designed around positioning the product as something that might be a little too beneficial.

The trick to successfully employing this strategy is that rather than telling the end user that they cannot possess this product or service, that this product or service might work too well, provide too much value, or that the price will not stay this low much longer.

Use caution, however. Your customers might just agree with you and move on.

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