We saw it happen in the debate between Julia Gillard and Tony Abbott.The worm went up whenever either speaker presented a strong, well articulated policy direction and down every time they indulged in a bit of knocking the other side. Yet how many political adverts from both sides of the fence are full of what the other side has either done wrong or is going to do wrong?

Imagine if we did that in marketing? No accurate statements about what the product or service contains and will do for you, no benefit statements, no testimonials,   no really strong guarantees...  just a rant about how bad the competitions products and services are.  Oh and some bonuses thrown in.  but will you receive them or will they be out of stock by the time your products and services are delivered?