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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
After my initial post on blog-ified and geographically falsified landing pages , 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:
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 .
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?
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2009/03/10/are-two-products-more-credible-than-one/
URLs in this post:
 Image: http://www.grokdotcom.com/wp-content/uploads/2009/03/2009-03-03_1148.png
 post on blog-ified and geographically falsified landing pages: http://www.grokdotcom.com/2009/02/24/ogilvy-inspired-but-sleaze-ified-tricks/
 Image: http://www.grokdotcom.com/wp-content/uploads/2009/03/teeth-whitening.png
 admitting the downside boosts credibility: http://www.grokdotcom.com/2007/10/15/copywriting-tips-accentuate-the-negative/
 Image: http://www.grokdotcom.com/wp-content/uploads/2009/03/amysperfectskin_calcutta.jpg
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