LET THE SOLUTION CREATE A NEW PROBLEM

05. Let the solution create a new problem

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LET THE SOLUTION CREATE A NEW PROBLEM
  • One way to make your product benefit dramatic is to let it create an entirely new problem for the user.
  • Winning the lottery, for instance, might lead to the problem of figuring out which of your new friends are true friends.
  • Whiter, brighter clothes — the result of using a new washing detergent— could lead to the new problem of being swarmed by moths at night.
  • Buying a higher definition TV might result in a family communicating even less with each other.
  • What makes this approach work is the exaggeration of the new problem to such an extent that viewers don’t really see it as negative, but as an entertaining twist.
  • At any rate, the admission of a ‘negative’, especially a harmless one, is an interesting technique in persuasion, because it makes the brand appear more honest, approachable and human.
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