Imagine this: you’re the marketing director of one of the biggest online stores in the country. You’re tasked to expose some unethical practices of your competitors. How do you do it publicly without mentioning their names or using terms (e.g.,”unlike others”, ”x-brand”, etc.) that are obviously saying about them?
Emphasise something that will cause others to go “Duh?” and wonder why you’re saying the obvious.
Case in point. Yesterday, one of Singapore’s biggest online stores in Singapore emphasised in a Youtube ad that the products sold on their platform were “100% authentic!”
When I first saw it, I rolled my eyes and thought, “Did their scriptwriter fail in their English examination? Something is authentic, or it isn’t. 99.9% authentic is still fake. And why are they saying the obvious? For who in the world will advertise their products as being an imitation?”
Then it hit me!
That’s exactly what their competitors won’t do when they aren’t sure whether the products sold on their platform are “100% authentic” or not!
How smart! Kudos to the marketing team of this “100% authentic” online store!
