{"id":279,"date":"2010-07-06T09:18:28","date_gmt":"2010-07-06T16:18:28","guid":{"rendered":"http:\/\/www.schoenborns.com\/pdxcopywriter\/?p=279"},"modified":"2010-07-06T09:18:28","modified_gmt":"2010-07-06T16:18:28","slug":"turn-a-perceived-weakness-into-a-strength","status":"publish","type":"post","link":"http:\/\/www.schoenborns.com\/pdxcopywriter\/2010\/07\/turn-a-perceived-weakness-into-a-strength\/","title":{"rendered":"Turn a Perceived Weakness Into a Strength"},"content":{"rendered":"

I’d been thinking of the Avis Rent-a-Car tagline from the 60’s: “We’re No. 2, so We Try Harder.” So later, I was IM’ing with a co-worker about a campaign idea where we would take a perceived weakness of one of our products \u00e2\u20ac\u201d\u00c2\u00a0that it’s a “black box” solution for paid search \u00e2\u20ac\u201d and turn it into a strength. For example:<\/p>\n

“It’s the sweaty socks and dudes hitting on me at the gym that I really love about working out. I mean, it’s great to look nice, but it’s really the EXPERIENCE that I’m after.”<\/p><\/blockquote>\n

And I pointed out that: “In advertising, it’s never bad to turn a perceived weakness into a positive… Unless your weakness is for Boy Scouts.” <\/p>\n","protected":false},"excerpt":{"rendered":"

I’d been thinking of the Avis Rent-a-Car tagline from the 60’s: “We’re No. 2, so We Try Harder.” So later, I was IM’ing with a co-worker about a campaign idea where we would take a perceived weakness of one of our products \u00e2\u20ac\u201d\u00c2\u00a0that it’s a “black box” solution for paid search \u00e2\u20ac\u201d and turn it […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-279","post","type-post","status-publish","format-standard","hentry","category-copywriting-tips"],"_links":{"self":[{"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/posts\/279","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/comments?post=279"}],"version-history":[{"count":1,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/posts\/279\/revisions"}],"predecessor-version":[{"id":280,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/posts\/279\/revisions\/280"}],"wp:attachment":[{"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/media?parent=279"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/categories?post=279"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.schoenborns.com\/pdxcopywriter\/wp-json\/wp\/v2\/tags?post=279"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}