Acc-cen-tuate the positive.
Eliminate the negative.
Latch on to the affirmative.
And don't mess with Mr. In-Between.
That's how the catchy Bing Crosby-Andrews Sisters number went in the 40s. When it comes to negative options now, the message for marketers is to explain things positively.
In the story of Aladdin, something as small as a lantern housed a mighty force. Aladdin got his three wishes, but he also unleashed the genie's mercurial power. Like Aladdin's lamp, mobile devices offer incalculable benefits, but certain forms of billing create the risk that consumers will get zapped with unauthorized charges.
In the movie The Matrix, Morpheus offers Neo two capsules: “You take the blue pill and the story ends. You wake up in your bed and believe whatever you want to believe. You take the red pill and you stay in Wonderland, and I show you how deep the rabbit hole goes.
According to the Lennon-McCartney song, “She's got a ticket to ride, but she don’t care.” According to a settlement announced by the FTC and Connecticut AG, consumers doing business with TicketNetwork through two of its top partners – Ryadd and SecureBoxOffice – were misled into thinking they were buying tickets at face value from the event venue.
There sure are a lot of seals out there. The British singer. The Navy special ops unit. The aquatic mammal. But the seals that matter to the FTC are certifications that convey representations consumers might not be able to evaluate for themselves. If your company makes Made in the USA claims, you’ll want to “Get Closer.” (And yes, that was a hit by 70s folk rockers, Seals and Crofts.)
Wily deception. Masters of impersonation. International intrigue. We could be describing PBS’ re-imagining of Sherlock Holmes, but we’re not. We’re talking about a scam that’s been around almost as long as the famous resident of 221B Baker Street – and still leaves small businesses barking like the Hound of the Baskervilles.