Dramatic Sales Writing

There's also another kind of advertising
which knocks on competitors, but in a way
that may work.

It's negative in a logical sense, but not
an emotional one.

That's using a sort of humor to refer to
competitors.

For example, 7-Up's long ago "UnCola"
campaign. Or Taco Bell's "Think beyond
the bun."

These are playing on the undeniable popularity --
actually, dominance -- of their competition.

And I think this type of angle would not
be good for any product unless it's in a
similar position of trying to compete
against a dominating product. So that
it's really pointless to pretend that the
competition doesn't exist and would be
self-defeating to make an emotional appeal
about how bad they are.

Instead you're appealing to people's desire
to do something different. So these campaigns
are not negative in any offensive way.

They can't afford to be. Americans are not
going to stop drinking colas or eating
hamburgers.

copywriting private membership sites