Contrasting in Marketing and AdvertisingThe Contrast Principle states that decisions are not made in isolation. Rather, we look for the differences between our available choices.
Contrasting in marketing is the degree to which your message strikes a clear and unmistakable difference between you and your competition. And as a marketer, it’s your job to frame the buying scenario for the consumer. The objective is to clearly demonstrate how your product or service differs and why this makes you the superior choice.
But allow me to warn you upfront: Contrasting is only effective when you demonstrate these differences using specifics not generalities. And, the first company — competing in a given market — to successfully define their position and that of the competition typically wins the game.
Want an example of contrasting in action?
Ask and ye shall receive. Take a gander at the ad copy for 5-Hour Energy:
“A typical energy drink comes with a lot of extra baggage 12 teaspoons of sugar, 200 calories, herbal stimulants and 16 ounces of fluid. This combination can make you feel wired up then let you down with a crash. So don’t drink energy drinks. Drink a 5-Hour Energy shot. It has zero sugar, zero herbal stimulants and as much caffeine as a cup of the leading premium coffee. And best of all only four little calories.” – Source: http://www.5hourenergy.com/
Using 77 words — the approximate length of a 30-second ad — 5-Hour Energy clearly contrasts the difference between their energy shot and those “canned” energy drinks swimming in calories and sugar. And notice the impressive amount of details provided:
- 12 teaspoons of sugar
- 200 calories
- Herbal stimulants and 16 ounces of fluid
- Zero sugar
- Zero herbal stimulants
- As much caffeine as a cup of the leading premium coffee
The added whammy is the natural language and conversational tone used in the copy. Words like, “extra baggage” and “wired up” provide a clean break from the ho-hum clichés one typically finds in marketing and advertising.
So here’s the bottom line: 5-Hour Energy successfully uses contrasting to position their product and provide consumers with concrete, compelling reasons to buy from them. They are no lingering questions. No branding campaigns using silly mascots. And no attempts to dazzle you with baloney and hype.
Give your customers this same type of clarity. They’re thirsting for it.
Thu, Mar 5, 2009
Marketing Strategy