Ad of the Month - The Elephant in the Room

by Dr Greg Chapman

What’s the biggest objection people have to purchasing any product or service in your category?

Does it work? Will it really save me time? Will it really save me money? Will it really make me money? Can I trust it? What if it breaks down? Is it really value for money?

What is the biggest objection in your industry? In the following ad, the question is data privacy.

The security and privacy of your personal information is a major concern in the tech industry.

Addressing the elephant in the room, the unstated objection to your products and services is a good thing and can remove a final barrier to the sale, and in an industry that’s notorious for using your personal information, it needs to be addressed. Whether you accept these assurances from Apple, whose business model includes the monetizing your personal information, or not, is up to you.

Personally, I would trust them just as far as I could throw an elephant.

What are you doing to address your elephants?



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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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