Without Narrative Control Amazing Offers Suffer

First, a definition. Narrative Control: Making positive something that is or will be perceived as negative.

If you have an unexpectedly good offer (for example, your product does something most products can’t, or you’re giving a discount that’s way better than most) then you need Narrative Control.

To illustrate I’ll show an example where Narrative Control isn’t used.

On CNN.com I saw this giant top of homepage banner (translation: it’s super expensive):

CNN Banner Ad

On click I was taken to this landing page:

Skylux Ad

77% off is an incredible deal (see headline). 30% of the people on this page will see this ad and say:

“Hey, that’s amazing. I’m so happy I clicked the ad”.

70% would say:

“I don’t buy it”

If the page also included a message to explain a little about how they achieve this 77% saving it would have an incredible impact on the skeptical shoppers:

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