If You Can’t Persuade ‘Em, Sue ‘Em
22nd November 2009
Great story about companies attacking competitors over advertising claims. It’s well written and a quick read. Check it out. Or, here’s the key quote.
Companies that were once content to fight in grocery-store aisles and on television commercials are now choosing a different route — filing lawsuits and other formal grievances challenging their competitors’ claims. Longtime foes like Pantene and Dove, Science Diet and Iams, AT&T and Verizon Wireless, and Campbell Soup and Progresso have all wrestled over ads recently.
. . . Funny, huh? These great persuasion talents completely lose their minds and break most of my Rules.
It’s about the Other Guy, Stupid.
All Bad Persuasion Is Sincere.
Power Corrupts Persuasion.
If you are a great persuader, you don’t sue your competitor over advertising (i.e. persuasion). Your competitor is not the Other Guy. The customer is the Other Guy. Focus on the customer, not the competitor.
If you are a great persuader, you don’t sue your competitor because it makes you look sincere. Of course your competitor’s advertising hurts your sales. When they do a better job on the Other Guy than you do, your sales will go down. That’s business. Complaining in court reeks of sincerity. You’re a big kid. Persuade back.
If you are a great persuader, you don’t sue because it corrupts your persuasion skill. When somebody kicks your butt in persuasion, how do you respond? Do you run like a candypants ponce to your parents? Yeah, that’s how a Big Kid Persuader handles it.
If you are a persuader all you need is words and the skill to use them.