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Are Two Products More Credible Than One?

Posted By Jeff Sexton On March 10, 2009 @ 7:51 am In Copywriting,Improving Conversion,Interesting Websites,Landing Page Optimization,Marketing Rants,Online Persuasion,psychology | 12 Comments

[1]After my initial post on blog-ified and geographically falsified landing pages [2], I ran into a few more such pages and they all shared the “2-product combo with a free trial of each” strategy.

So it’s only fair to ask: can you get sophisticated and wary audiences to buy pseudo-snake oil simply by switching from extolling the virtues of a single miracle product to praising the miraculous combination of two semi-wondrous products?  As in this teeth whitening example:

[3]

Well, yes, actually.  The tactic works because having to use two products is a type of downside.

By implying that the promised miracles are too big for just one product and that you’ll need to combine a couple of wonder-products to get the results, the copywriter is tacitly admitting a downside to the strategy: you’ll have to buy two products instead of just one.  And admitting the downside boosts credibility [4].

Moreover, the “housewife just like you who stumbled into a miracle cure of the decade” bit (the part that’s “enhanced” by the false home town claim) comes off as a lot more credible because more people can see themselves discovering a combination of existing products than discovery a single miracle cure.

But, wait: I can get you a trial sample of both for free!

Ah the copy writer givest a downside, and then the she taketh it away – almost.  If I can get both products for free, it’s not much of a downside that I need to combine the two of them, is it.  Plus, I can see if the combination really works before having to buy.

And then the auto-renewal on your credit card snags ya.

P.S. As a follow up to the Jenny Perfect Skin article, Grok reader Steve Chase snagged this screen shot from Calcutta and it seems that Jenny has a twin sister living there!  And she ALSO figured out this amazing skin combo.  Incredible, huh?

[5]


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URL to article: http://www.grokdotcom.com/2009/03/10/are-two-products-more-credible-than-one/

URLs in this post:

[1] Image: http://www.grokdotcom.com/wp-content/uploads/2009/03/2009-03-03_1148.png

[2] post on blog-ified and geographically falsified landing pages: http://www.grokdotcom.com/2009/02/24/ogilvy-inspired-but-sleaze-ified-tricks/

[3] Image: http://www.grokdotcom.com/wp-content/uploads/2009/03/teeth-whitening.png

[4] admitting the downside boosts credibility: http://www.grokdotcom.com/2007/10/15/copywriting-tips-accentuate-the-negative/

[5] Image: http://www.grokdotcom.com/wp-content/uploads/2009/03/amysperfectskin_calcutta.jpg

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