Day 6: How client confusion can uncover overlooked profits
Published: Sat, 05/28/16
In 1924, the Kimberly-Clark Corporation introduced a product designed to remove cold cream and makeup from women’s faces.
It was especially popular in Hollywood, earning endorsements from well-known actresses. In fact, early ads promoted the product as “the new secret of keeping a pretty skin as used by famous movie stars.”
The throwaway tissues were an instant hit.
Yet manufacturers were stunned to learn many consumers used the product for something other than its intended purpose. Instead of wiping away cold cream and makeup, women were blowing their nose in it.
So Kimberly-Clark ran a test. They surveyed consumers using several newspaper ads to find out how the product was being used.
Disposable handkerchief was the winner.
So, in 1930, Kimberly-Clark adjusted its advertising to promote Kleenex’s “new” use -- and sales doubled.
Now, you might think I shared this story to stress having the right message in your advertising. And while this is crucial, the lesson I want you to focus on today involves consumer confusion.
You see, people don’t always use your product or service the way you think they should. So if you educate them about other solutions your product or service provides, you can create additional revenue.
But here’s the problem:
Many businesses don’t continue communication after the first sale. They collect money and marketing to that client ends.
As a result, opportunities for buyers to enjoy bigger benefits (and spend more) get overlooked.
The fact is, people typically make first purchases to solve a single problem or reach a specific outcome. You likely offer additional solutions that your clients might buy -- they just need to know about them.
So your job is to consistently share ways to get the best use out of your product or service. (When you do this outreach, you also give clients reasons to refer you.)
Let me be transparent and use my business as an example …
Many clients come to me because they have marketing pieces they need written. Or they want me to create and implement a marketing plan for reaching an objective in their business.
They have an idea of what’s needed …
… but it’s not always the best use of my services.
So I use my marketing -- like these emails -- to share additional services, while proving my ability to solve other problems. This process also strengthens relationships with clients because they get extra value.
Of course, email is just one way to communicate after the first sale. You may have other options that work best for your business.
The key is to just keep communication going. Do so and you’re bound to bring in bigger bucks from your current clients.
Talk soon,
Tom
NOTE: This is Day 6 of a 30-day marketing challenge for all my subscribers. These emails are designed to help you fix underperforming campaigns, cut marketing expenses and uncover overlooked profits in your business. Simply pick and choose a few strategies and apply them to your business. (Of course, keep me updated on your progress too.)
And if you’d like to discuss a possible Guaranteed Marketing Profits Program for your business, reply back or pick a time here and let’s chat.