In 1962, car rental company Avis was embroiled in fierce competition from market leader Hertz.
With 11 percent of the car rental market share, an unprofitable Avis sought the help of Doyle Dane Bernbach, an advertising agency, to help launch a new ad campaign.
The result was a tagline so memorable, Avis ran it for 50 years: “When you’re only No.2, you try harder. Or else.”
Within a year, Avis went from losing $3.2 million to making a $1.2 million and tripled its market share from 11 percent in 1962 to 25 percent in 1966. [1]
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Copywriters are known to create damaging admissions and address flaws openly when selling products. And for good reason. “By acknowledging the flaws, you force yourself to address your letter recipient’s questions, objections, and concerns,” Dan Kenney writes in The Ultimate Sales Letter. “You also enhance your credibility.” [2]
When Avis acknowledged its market position (No.2), it repositioned itself as one that cared about its customers. To quote author Rohit Bhargava, “The entire campaign wasn’t just honest; it was honest in an unexpected way and that made it memorable.”
While creating damaging admissions is common in advertising, it’s not exclusive to that particular domain. In one recruitment study, for instance, applicants who highlighted a weakness were invited to more interviews that applicants whose resumes contained wholly positive reviews.
In another study, jurors found a defending lawyer more trustworthy when he mentioned a flaw in his case before the opposing lawyer had a chance to mention it in his closing argument. [3]
So, whether you’re selling a used car, negotiating a salary increase, or applying for a job, mentioning a minor weakness before it becomes the elephant in the room will give you a strong upper hand. But remember to keep it small. Your admission needs to serve as a reminder that you’re human. Not incompetent.
Footnotes
[1] The Ultimate Sales Letter: Attract New Customers. Boost your Sales. by Dan S Kennedy
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