Yesterday I wrote about embracing your haters.

Here’s a real-world example of how that can work:

I was running social media ad campaigns for a premium pillow brand when we noticed something recurring in the comments:

“$150 for a PILLOW?” “Who pays that for a pillow?!” “Must be nice to have that kind of money.”

At first, this looked like a problem.

It mostly bugged me that the client was paying for all these budget-unqualified clicks.

All these people who were used to value-priced pillows and would never buy this one.

Like, ever.

Then we spotted the opportunity: Why not LEAD with the shocker?

We launched beautiful new ads with the headline “A $150 Pillow?”

It became the client’s most successful campaign of all time. Here’s why:

• Price shock became attention-grabbing
• Unqualified buyers filtered themselves out
• The premium positioning was reinforced
• Every objection turned into intrigue

Instead of defending the price, we leaned way into it. Our audience’s tank brain recognized something powerful: People who can afford premium products are often attracted to prices that shock others.

It makes what they’ve bought all the more special and precious.

Action for today: Which objections could become your headlines? What are the very worst comments you’ve had on social ads? Maybe your biggest barrier is actually your best hook.

Need help finding hidden marketing opportunities? Let’s talk about turning problems into product positioning. Go to Graphos Product or reach out by tapping reply right here.

Laurier

In 1997 when Grey Goose launched, founder Sidney Frank deliberately priced it at nearly double other premium vodkas. The strategy: Make the shocking price itself a marker of quality. When people gasped “Forty bucks… for vodka?“, it wasn’t a barrier but the beginning of Grey Goose’s luxury positioning. Bacardi bought the brand eight years later for $2.3 billion.