NEGATIVE CAMPAIGNS THAT WORK

Unfortunately, in politics it seems that negative campaigns have an effect.  Some candidates that are willing to do or say anything to win have been successful.

Locally, here in Virginia Beach, the cable company has begun using a negative (negative against their competitor) and extremely effective television commercial.

Actually, in the true sense of the word, the ad campaign used by the local cable company may not accurately described as negative.  It could be described as just stating the facts about their competition.

TWO ADS
used by cable company

(Imagine the viewing public trying to decide whether to go with the cable company or Verizon for their Internet, Telephone and Television service.)

First TV commercial:
One man to a listener - 

"Did you know that last year Verizon raised its rates by 20 percent?"

The listener:  "NO.  I did not know that."

Text appearing on the screen:  "What You Don't Know May Shock You."


Second TV commercial:
One man to a couple listening:

"Did you know that during the past five years the satellite company has raised its rates every year?"


One of the listeners:

"NO.  I did not know that."


HOW CAN YOU USE THIS TYPE OF ADVERTISING FOR YOUR COMPANY?

How can you present facts about your competitor (perceived as negative by your client) in a way that will not cause the listener to regard YOU in a negative way?

One way is to not criticize your customer's judgement in his/her choice of vendors and at the same time, communicate facts about your company that will benefit the customer.

As an example, let's say you are a wholesaler of imaging supplies calling a reseller.


SCRIPT
(Important:  This requires real knowledge of the competitor.)


Sales Person: 
"Hello Mr. Smith, this is Mary Jones calling from XYZ Imaging Supplies Warehouse, calling about our competitively priced line of Panasonic supplies.  Do you have customers who use Panasonic supplies?"


Prospect:
"Well, actually, we already buy our Panasonic supplies from the ABC Company."


Sales Person
"The ABC Company is a good competitor of ours.  Actually their line of Panasonic supplies does not include developers and we carry a complete line of Panasonic supplies, including developers.  That would be an extra service you could be providing for your customers - and an extra source of profit for you."