In direct response copywriting, it’s sometimes a good tactic to admit to a small (and fairly trivial) flaw in the product on offer.
Two reasons for this…
1. Most people know that very rarely is something “perfect”. By admitting to a small flaw you come across as more believable and increase the trust level with the prospective client.
2. You’ll most likely reduce refund rates, without reducing the original level of response.
Now, there is another situation where it’s pretty much essential to own up to a flaw…
..in fact you even want to highlight it.
And that, of course, is where…
…the flaw is significant and noticeable, but it’s not so bad as to ruin the product completely.
In those circumstances, you have the opportunity to run a special promotion.
The “rain damaged stock” sale would be a good example of this.
I was reminded of this tactic the other day when at the greengrocers where I saw this little sign…
“Did you know that grape seeds are high in antioxidants?”
…displayed along with the grapes.
Now, in Australia at this time of year, seedless grapes appear to be out of season so we’re back to the regular ones which have the pips.
There’s a reason why seedless grapes were invented, of course! I’ve often seen grapes advertised as seedless…
…but I don’t recall ever seeing “with seeds” being promoted as a compelling feature.
But…that little sign admitting the small “flaw”…
…and even pointing out a little-known benefit…
…made me feel a little better about buying some grapes for my morning fruit salad.
(Kev’s fruit salad “recipe” shameless borrowed from Anthony Bova over at “Spartan Health”…
…grapes, apples, pears, kiwifruit, tinned peaches (in winter), fresh mango (in season)…
…plus anything else that’s in season that takes’s my fancy e.g. blueberries.)
So, keep this idea in mind for your copy and if the opportunity arises even use it as the basis for a promotion or sale.