The Negative Play, or Negative Sell, is one you’ve probably heard before when you hear that the sports car your looking at is too fast, or the TV is too big, or the painting is too expensive. If you hear you can’t have it, you want it more than ever.
It’s simple human behavior. We tend to want what we can’t have. This campaign strategy is designed around positioning the product as something that might be a little too beneficial.
The trick to successfully employing this strategy in your advertising and marketing activities is rather than telling the end user that they cannot possess this product or service, communicate how the product or service might benefit them greatly, but over a longer term. Communicate how it might provide them enormous value but the price will not stay this low much longer.
Use caution, however. Your prospective customer might just agree with you and move on. We’ve seen it happen.
More campaign strategies available. Check them out and comment your own ideas.