No Other Advertising Claim Beats Parity Advertising

by Lou


“Comparisons are odorous.” ~ Constable Dogberry

Everyone selling a product or service should be able to differentiate themselves from all of their competitors. It’s smart business. But what if you can’t? What if you’re selling some sort of commodity item? Or you’re a copywriter who’s been given an assignment for a product that’s the same as every other similar product?

Well, help is at hand in the form of the Meta-Model Violation of Comparative Deletion. Copywriters who know their stuff will recognize this as a weasel word of the highest order. And like other NLP Copywriting language patterns, it’s very easy to use.

Here’s the frame:

No other (TYPE OF PRODUCT or TYPE OF BUSINESS) gives you more (BENEFIT).

and…

No (TYPE OF PRODUCT or BUSINESS) is more….

and…

No (TYPE OF PRODUCT or BUSINESS) has more…

EXAMPLES:

“No other car dealer gives you more choice.”

“So try Cryalot shampoo. No shampoo has more natural ingredients.”

This language pattern suggests superiority to competitors, but in fact nothing is really being said, nothing is really being compared. But because of the structure of the language, it appears that the product or business is at the top of the heap.

You can also stack this pattern for greater effectiveness:

Use NLP Language Patterns for Advertising on your website. No other copywriting language gives you more persuasive power. No book on advertising has more range of language patterns for every circumstance. And no copywriting book will make you more money. You can count on it.”

Needless to say, don’t try to use this weasel when selling your products to NLP practitioners. They’ll Meta-Model you out the door.

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