Selling the Unsellable
Your assignment is to create an advertising campaign to sell the unsellable. You will work with a partner to create a PRINT ad and a VIDEO. Both will be displayed on your website.
First, however, you will need to learn some persuasive techniques:
1. Bandwagon - is when an ad tries to convince people to buy something by saying everyone else already has it. The message is: if you don't join in, you'll be left out.
ex: Millions of people already own a Pet Rock. They're on desks, shelves, and coffee tables everywhere. Don't be the only one without a Pet Rock; get yours today and join the crowd.
2. Expert Opinion - is when an ad tries to convince people by using words of someone who is supposed to be an expert or authority on the topic.
ex: According to leading geologists, the Pet Rock is one of the most low-maintenance companions ever created. Experts agree it requires no feeding, no training, and no cleanup, making it the perfect pet.
3. Facts and Figures - use numbers, statistics, or specific details to make a product sound proven, reliable, and worth buying, even if the facts don't really matter.
ex: Pet Rock owners report a 100% survival rate. Each Pet Rock lasts an average of over 10,000 years and requires no money per year for food, vet bills, or supplies.
4. Rhetorical Questions - are questions asked to make the reader think, not to get an actual answer. The ad already assumes what the answer should be.
ex: Tired of pets that bark, shed, or make messes? Want a companion that never runs away? Why deal with stress when you could own a Pet Rock?
5. Celebrity Endorsement - is when an ad uses a famous person to promote a product, hoping people will want it just because someone well-known approves of it.
ex: Dwayne Johnson says the Pet Rock is the perfect companion for a busy lifestyle. In fact, he has one at each of his homes. If it's good enough for The Rock, it's good enough for you.
6. Sales Incentives - are when an ad offers something extra, like a discount, a bonus item, or a special deal, to encourage people to buy a product right away.
ex: Buy a Pet Rock today and get a free carrying case at no extra cost. Order now, and you'll also be entered to win a limited-edition Pet Rock with a personalized name.
Second, you have to decide what you're going to sell. I don't want to give really good examples, so here are some lame examples:
- a broken pencil
- one sock
- an expired gift card
- a car with no wheels
Third, you have to plan your ad campaign using this planning sheet.
Finally, you'll create an online ad and a video ad.
