April 24, 2019
In marketing, ‘no’ sells.
• No MSG
• No pesticides
• No preservatives
• No installation fees
• No cancellation fees
• Sugar free
• Hassle free
• Less sodium
• Zero calories
Forgetting for a moment that those things were there in the first place, saying no is often a point of pride for many marketers – a badge of honour – something that makes the competition look careless and reckless, while casting themselves in a positive light.
In advertising, ‘negative’ works.
• VW’s “Lemon”
• Avis’s “We’re #2 so we try harder”
• Amex’s “Never leave home without it”
So long as it delivers on a positive, ‘no’ and its gang of troublemakers (but, not, without, however, etc.) are a proven way to create a need for something that wasn’t there before, and to present the brand in an honest way.
After all, the proof is in the pudding and the pudding has no calories.