Betrayal
Ads and videos written to this emotion: 11. 5 make the Say move, 5 make the Avoid mistake.
The Emotion Map's entry, written for B2B buyers.
What it is
Broken trust, whether through a dramatic lie or the quieter act of someone slowly ceasing to care.
Where it shows up
The previous agency that stopped paying attention once the contract was signed.
Sounds like
"They cared until we signed."
Say
Acknowledge the pattern without attacking the old supplier, and put in writing how attention is kept after signing.
Avoid
Criticizing competitors. It sounds like the same story from a new teller.
In consumer ads
Say: Acknowledge what let the reader down before without attacking the old brand, and put in writing how faith will be kept: a written guarantee, a stated policy, a promise the buyer can hold the brand to.
Avoid: Criticizing competitors. Knocking the other brand sounds like the same story from a new teller.
Doing it right
Ads that make the Say move.
Aspro tablets price warning ad, al-Musawwar 1945
It admits traders are charging several times the price during the shortage, prints the official price in large numerals, points to the same price on every pack and says it has not changed.
Peculiar medicine anti-substitution advertisement
Once sold a substitute, the old man now checks the carton outside the pharmacy, 'Can't fool me twice', and shows every reader the same check before walking away.
Bayut: owns the word real against fake property listings
It answers buyers burned by fake listings with the one word real, never naming a rival, and shows the TruCheck verification badge on a listing as the written way faith is kept.
General Apothecaries Company trade circular
It points to the House of Commons exposure of drug adulteration instead of naming rivals, and offers doctors shares so they can see the firm's integrity from behind the scenes, even admitting some higher prices.
Doing it wrong
Ads that make the Avoid mistake.
Helmy Khozam shoe and haberdashery shops ad, al-Musawwar 1945
It opens by challenging 'all greedy traders' and unmasking black-market dealers, attacking others before showing its own record; the list of about 25 priced items could have carried the promise alone.
Sears, Roebuck 'Consumers Guide' catalogue No. 111 cover, 1901
The cover names the reader's storekeeper at home as the one overcharging him and sells the book as the way to catch him, turning a half suspicion into an attack on the old supplier.
Palmolive soap ad, Misr al-Hadithah 1929
It casts small traders as selling the buyer's face for one millieme and urges throw his soap back in his face, so the pitch rests on attacking the seller and his look-alikes.
Burdock Blood Bitters 'Plain as daylight' advertisement
It opens with 'The English language cannot properly express our loathing' for makers who delude the sick, attacking rivals before offering its named testimonials from Elmira, Rochester and Toronto.
Dr. Browder's family almanac, 1847
It opens by attacking ignorant quacks and pretending charlatans who exploit the consumption panic, then sells its own Sirup of Indian Turnip, the same promise from a new teller.
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