1966, a Vick’s laboratory.
Scientists were trying to create a new medicine to tackle typical cold symptoms.
Runny nose.
Cough.
Sore throat.
After weeks of work, they came up with an effective formula… but there was an undesired side effect.
It made people drowsy.
Before starting over with a new formula, the company’s copywriters had a brilliant idea.
They advertised the med this way:
“Since when can you get to sleep with a miserable cold? Since Nyquil”
Nyquil for Night Tranquility.
Later on, with another witty marketing move, they unofficially named it Night Nurse.
Brilliant.
They reframed the medication as a night-time cold reliever—flipping an alleged issue (drowsiness) into an advantage (not only soothes your cold, but also helps you sleep).
This reframing strategy is a masterclass in persuasive copy.
It doesn’t just “rescue” a product or service that you thought it was faulty, but also adds uniqueness and personality to it (and to you as a brand).
I applied this myself in the “About me” section.
So when you have a product or service that you know is useful (important detail 😅) but it has some “flaw”, see if you can present it as an advantage, rather than discarding it.
It will not only save you time, but also make you stand-out from the average.