Redefinition

Question 1

What is Redefinition?

Answer 1

The purpose of redefinition is to redefine the drawbacks of a product, so the perceived drawbacks don’t kill a sale.

Question 2

Product is too complicated

Answer 2

Remedy this by simplifying the product.

In the ad copy, first talk about the prospect’s world, then describe a far more promising world.

Finally, join the two worlds with your product
After the redefinition is accomplished, proceed to state how much money the prospect can save, and where he can buy the product

Question 3

Product is not important enough

Answer 3

Remedy this by escalating the importance of the product: broaden the horizon of benefits of the product; redefine the role that the product plays in the prospect’s life; widen the area of reward that your product yields to the prospect – showing him that it enters into dozens of vital situations every day, paying off for him when he might least expect it.

Question 4

Product is not enough examples

Answer 4

Yes. You pay $2,000…$3,000…$4,000 for your car. And a single 99 cent part robs you of the real power and enjoyment that a car should give you.

Question 5

Product simply costs too much

Answer 5

Problem is that the product is being compared with other products in the same field.

Solution: switch the comparison by relating the product to some other, more expensive standard – make the product cheap