“They deserve it, right?” Using other-benefit advertising frames to boost sales of sustainable products
Remember that one time you went out shopping for a coat and came back with a coat and a pair of new shoes?
You definitely experienced some impulsive buying behavior there! Impulsive purchases are by definition unplanned and make you want the product immediately. These impulsive purchases are often evoked by advertisements – especially in the case of more hedonic products that stimulate immediate joy. In this blog, you will learn a simple copywriting technique that allows companies to promote this impulse buying and how sustainability-driven companies can implement this principle to strengthen their competitive position.