THE OFTEN MISUSED INFLAMMATORY SLANT
What the ad slants do is protect you from your brain. (Sounds silly, I know.) But with the slants, you choose the right approach from the beginning and in a more objective way. Accordingly, rather than being swayed by what you can call to mind, you can get it right. That being said, let me go over the inflammatory slant.
The Inflammatory Slant
So how do we know when to use this particular slant? You would want to use this slant in the following situations:
• When things are perceived to be the same, emotions not high
• To incense or make mad, to stir the pot
• When you need to break down or change the concept of a known entity, fact, thought, idea, or cultural norm
• Direct opposition to normal way of doing things
• Direct attack on values
• When you have an outdated idea or belief, provides a turn on an idea
• When you need to move them to buy from you instead of others
• When you want them to stop buying
• You can suck people in or get people mad or can’t believe it
You really don’t have to be super inspired to choose the right slant. Just fit the situation to the bill, so to speak. As long as you have some of those situations, you can and should choose this slant.
For example, let’s look at a pool cleaning and servicing company. At first, everything appears equal. But let’s describe the typical prospect’s situation first:
• The typical prospect has a pool, and uses the pool twice a week, on average. The frequency of use increases in good weather.
• They will probably have kids; if not their own, then grand kids, that use the pool.
• The service frequency is generally once a week.
• The typical prospect will check their own pool water, regardless of service, on an average of only once a month.
• If you have a pool, you accept maintenance. Whether you do it or not, accepting maintenance is just part of the deal.
• The typical prospect rarely sees the maintenance guy and the service is generally accepted as a normal routine event.
Does that sound like a reasonable situation? Perhaps those of you out on the West Coast of the U.S. or in warmer climates would be more familiar, but overall the situation stands. If so, the inflammatory slant would be suitable.
More on this Monday.
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The Often Misused Inflammatory Slant - Adult B2B Marketing Tip
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