Commercial: Selling mistakes
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgTpQw2M7xnxRpb7TYUuG4G9gfe1erWGGcSugQERCgnaCCKnRKrAM763rcrXfqWPA2l0R-fuXks-vdJnEO9aqND491VIYK9_mVLDXC35crn6hTCZqgmRaZbj48dmBP1nK4R9msT/s320/totw_mistakes_email.jpg)
Howies' tone of voice is generally on the money. I thought this example from a few weeks ago was very clever indeed.
Not only did it position 'mistake' t-shirts as a desirable item, it also had a good crack at persuading you to pay more for them than their normal t-shirts of the week. That's very canny indeed. I'd love to know how successful that approach was - the anti-sale, as it were.
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