- The New England Mint's $2 Bill - The New England Mint
A recent two-minute (caution: link contains sound) commercial by the New England Mint, using a potpourri of shenanigans, offers consumers the opportunity to purchase two-dollar bills honoring America's national parks.
This article analyzes the advertising techniques used in the commercial.
Shop smartly.
(Cue the patriotic background music)
The Opening Line
"America's national parks are now being honored on genuine U.S. two-dollar bills."
To a trained eye, the opening sentence reveals two words of interest, both of which are italicized above.
Notice the word "honored" is followed by the phrase "on genuine U.S. two-dollar bills." The advertiser knows the illusion that the two-dollar bills are a product of the U.S. Bureau of Engraving and Printing, must be created immediately, for doing so is paramount to the product's success.
Are the bills a product of the U.S. Bureau of Engraving and Printing? Yes. The New England Mint adheres a vinyl overlay to a genuine U.S. two-dollar bill. It is legal tender. The vinyl overlay can be easily removed.
In other words — if a child were to refer to himself as a mint, wipe his bottom with a two-dollar bill, he could hawk it as a genuine U.S. two-dollar bill honoring toilet paper.
Creating Value
"Don't miss this incredible opportunity to acquire the very first two-dollar bills honoring America's national parks."
The second line creates the illusion of value. As regards collectibles, first editions generally carry significant value.
Tequila Shots
"Yellowstone, the world's first national park, graces this historic, privately-enhanced two-dollar bill, and is now available to the American public."
Words of interest: historic, privately-enhanced.
In the third line, the word "historic" is used to inebriate the consumer. Not until morning, when the consumer awakens with a feeling of nausea and regret, will he or she roll over and find "privately-enhanced" snoring wildly.
Poetic Enchantment
"This exquisitely detailed two-dollar bill features Old Faithful Geyser practically gushing off the note and Thomas Jefferson's striking portrait brilliantly framed in gold."
This exquisitely crafted sentence features flowery adjectives utterly gushing about a two-dollar note.
The fourth line also states, "striking portrait brilliantly framed in gold." Troy weight? Karats? Gold Sharpie, perhaps?
The Truth?
"The official seals from the Federal Reserve and the U.S. Treasury attest to each bill's legal tender status, and on the reverse depicts the signing of the Declaration of Independence."
The bills are privately-enhanced legal tender. Defacement of currency is a violation of Title 18, Section 333 of the United States Code. Privately-enhanced refers to the vinyl overlay. Essentially, one may ornament currency with stickers without violating the law.
Building Value
"Two-dollar bills are among the rarest U.S. currencies, and these crisp, uncirculated two-dollar bills are now being released through this special offer from the New England Mint."
Two-dollar bills are almost extinct? As of April 30, 2007 there were $1,549,052,714 worth of two-dollar bills in circulation worldwide, according the U.S. Treasury.
Certified Legit
"Each genuine two-dollar bill comes complete with four breathtaking photos and certificate of authenticity."
A certificate of authenticity provides, well, authenticity. The two-dollar bill has the New England Mint's overlay, which is authenticated by the New England Mint's certificate.
Act Now!
"The issue price of this historic release has been set at thirty dollars, but if you act now, in this special introductory offer, it can be yours for the incredible price of just ten dollars, plus processing and handling" (said with the speed of a Micro Machines commercial).
Stating that the issue price "has been set at thirty dollars," affects from the consumer a rapid response, an impulse purchase. Remember, the price has been set at thirty dollars by the New England Mint. The product is not necessarily worth thirty dollars. Why thirty? It's believable, leaves wiggle room, and is meant to dupe people.
But Wait … There's More!
"And if you call right now, you'll also receive this beautiful Grand Canyon two-dollar bill as a free bonus. The Grand Canyon two-dollar bill is spectacularly detailed, another thirty dollar value, and now it can be yours free, (cue the Micro-Machines Man) just pay separate processing and handling."
Two two-dollar bills, claimed to be a sixty dollar value, for ten bucks. Hard to pass up.
The commercial concludes with a recap of the offer. Had the offer been stated plainly, for instance – "The New England Mint, a private entity, is now peddling two-dollar bills with a vinyl overlay honoring America's national parks. For fifteen dollars and ninety-five cents, which includes shipping and handling, we will send you two two-dollar bills, each with a vinyl overlay. That's a cost of two dollars for each bill, three dollars for each overlay, and five dollars and ninety-five cents for shipping and handling. Act now, or later, the price will remain the same, and we have plenty of notes in stock. These two-dollar bills are unlikely to gain in value, as they are issued by a private entity. A certificate of authenticity will be included with each purchase" – history would know nothing of this release.
Michael Ott - Michael earned a B.S. in marketing from Louisiana State University in 2001, after which he worked as the director of small business sales ...
