Direct Marketing Tip

Use a negative fact to make your claims more believable. Although it's important to demonstrate the key benefits of your product, a negative element can help establish credibility. Here's how this technique works. Let's say you're selling quality cashmere sweaters at bargain prices. Many customers might doubt your ability to deliver. But if you emphasize that these sweaters are limited to only three colors which have a lot of appeal, you've used a negative fact to give reasonable proof of why you can offer such a fine deal.

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