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hard sell
In advertising, a hard sell is an advertisement or campaign that uses a more direct, forceful, and overt sales message. This approach works in opposition to a soft sell.
The term is also used to describe aggressive sales techniques used by company representatives, particularly in the context of doorstep selling.
==Overview==
The concepts that distinguish a hard sell from a soft sell have to do with directness of an advertiser or seller, rational appeal, and the amount of information given to the buyer about a product. A hard sell is extremely direct in nature. An advertisement will contain a forceful, loud slogan in order to grab buyers' attention, or a salesperson will be very persistent, cornering their buyer into purchasing the product they are selling. In a hard sell, the advertisement or seller will focus heavily on the quality of the product and explain how purchasing such a product will be a rational decision that will help improve the buyer's life. In this type of sell, an abundance of information is supplied to the buyer in order for them to receive as much information about the perks of the product as possible. The advertisement or seller uses such tactics to overwhelm the buyer with explanations, information, and persistence in order to ultimately create large incentive to purchase what they are selling. This selling tactic is best described as quick and forceful.
A soft sell is much more emotionally focused when put in comparison to a hard sell. An advertisement or seller will hone in on triggering feelings in the buyer that will make them want to buy the product that is being advertised. This selling technique is also a lot more indirect in nature than that of a hard sell. The subtlely of a soft sell is very evident, and many buyer's often do not realize that they are being purposely directed in such a way to buy a product how a seller predicts that they will. This type of sell's ultimate goal is to create a mood or image that will appeal to the buyer and make them want to invest their money in a product, all without the buyer realizing that this is occurring. Persistence is not as involved in a soft sell like it is in a hard sell.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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