When the copy doesn’t match the story
The Bissell vacuum cleaner people are jumping on the Dyson bandwagon. Their vacuum looks like and works like a Dyson, but it’s cheaper. And more important, it’s a vacuum for people who didn’t buy a Dyson when it was new and cool three years ago.
In other words, it’s a mass market version of the Dyson.
So why does the copy lead off with, "The Bissell Healthy Home Vacuum is built like no other vacuum."
Even if this is technically true, it not only doesn’t matter, it doesn’t help.
The worldview of the mass market consumer is, "I want something safe and proven and inexpensive. I want to solve my problem and move on." The copy says, "This is a vacuum for vacuum geeks." Mismatch. Write for your audience.