I’m not speaking in oxymoron’s here. Advertising has a reputation of exaggeration that borders on deceiving. It is true that many viewers are susceptible to gimmicks and biased reviews but there are a growing amount of skeptical audiences who assume the worst from anything. Knowing how to exhibit your product to the market is a crucial step and the process of eliminating the negatives while highlighting the benefits requires a lot of interest. Manipulation does not need to be part of this strategy.
Advertising videos made for entertainment value are targeted to reach the emotions of audience and push branding. Once the message becomes informational there is a tend to focus only on the positive aspects of the product. If you have ever watched a 1990’s infomercial and have half a brain you get the sense that this is a scam. There is an ab product that shows a pale, bloated stomach instantly turn into a tanned, six-pack with a few uses. The skeptical mind asks how this product gets you an awesome tan, while the marketing could have just stated that you will have more confidence about your body to go enjoy the sun and beach life. They don’t so it just feels over-exaggerated and ridiculous. Maybe a few suckers will fall for buying the product but their disadvantage will come back to haunt the company later.
Some companies will never discuss the negative aspects of their product which just leaves room to assume that the worst can happen. I was at first intrigued by the Dollar Shave Club ad. They yell “f*ck” in the first sentence so they must be honest. Well, they actual price is not a single dollar so their name is a bit deceiving. What’s worse is that some hypochondriac fears took over as I was researching the product and wondered how hygienic these returning razors would be. Now they should be incredibly safe but in staying in line with the advertising them they could have mention, “Nobody has ever gotten AIDS from our razors!” This is a bit outlandish of a claim but it should definitely be true and there was no mention of safety and hygiene with the product. This is a point they glossed over but the process of how they deal with the returned razors should be briefly explained so customers know they are getting a safe product.
Selecting a specific flaw of your product and placing it at the right time can actually benefit your ad. No product is impeccable except for maybe an In-N-Out burger but you have to wait so damn long in line. See, there is a drawback to everything. During a video where your product is sending a message that is more informational than entertaining should include you discussing a slight drawback to the product. It could be price or some feature that is not the absolute best but that you are working on or is insignificant in the long run. If you fail to show anything wrong with your product than you open the doors of online reviewers to discuss the many flaws of your product at length and with malicious tones. If audiences are given an example of a defect then they will feel no further need to research the flaws before investing in your product. Think of doing a preemptive strike to poke yourself first before the haters can get to you. This slight amount of corporate honesty will go a lot further in the hearts of your viewers.
A hundred years ago, opium was being sold as a magic cure-all but thank you science for stepping in and ruining all the fun. Audiences are becoming smarter and more angry at deceptive marketing. With an online community that can instantly blast attacks at your product to be viewed by millions you want to stay one step ahead. Getting a little dirt on yourself might just be the safest way to stay clean.