#170 🌪️ Spin Negatives Into Positives
Hello! Adam Thornhill here. ‘The Podcast Guy’ saving you 10 hours a month.
Today, you’ll learn how to turn negatives into positives thanks to My First Million.
Every industry has its secrets for turning lemons into lemonade, but perhaps none are as creative as Big Pharma.
Today, we learn how to spin negatives into positives so you can revitalize your marketing strategy.
Learning from Big Pharma
This is one of the greatest lines in marketing history:
“If you get an erection lasting longer than four hours, call a physician immediately.”
We've all heard it.
It's at the end of every Viagra ad.
If you're a guy that's having trouble getting it up, you're thinking:
‘Fuck, this could actually give me a four hour erection. I'll be happy with four minutes.’
It shows you can workshop things so they’re perceived as a positive.
Craig Clemens
Why it matters
What can you learn from this infamous Viagra disclaimer?
Highlight unexpected benefits. Potential drawbacks can be reframed as benefits, catching your customer’s attention in unexpected ways.
Transparency builds trust. When you’re upfront about your product’s limitations, your customers typically appreciate the honesty.
Creativity captures markets. By creatively addressing or spinning negatives, you can differentiate yourself in saturated markets.
Case in point - At Medicspot, we provide GLP-1 weight loss programmes. To prescribe safely, we require access to the patient’s NHS Summary Care Record. While this can feel like a frustrating extra step for patients, we position it as a positive. It means a clinician will carefully review their medical history to make a safe prescribing decision. This isn’t standard practice in the UK, so we turn what might seem like a negative into a real positive - better clinical safety.
Next steps
Identify potential drawbacks. Start with a list of every possible downside or criticism of your product or service.
Reframe each negative. For each negative, brainstorm how it could be seen as a positive, or how it might appeal to a particular customer niche.
Test your messages. Talk to customers before they buy. See how your new spin resonates with different audiences.
Train your team. Make sure everyone in your company can communicate these positives effectively.
Monitor customer feedback. Use customer feedback to refine your approach and ensure your messaging stays relevant and effective.
Your thoughts
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