Day 29: A simple marketing strategy that launched an entire industry
Published: Mon, 06/20/16
Claude Hopkins understood marketing an actual product or service is an expensive and frustrating proposition.
So when a friend asked for help promoting a new product, the advertising writer knew he needed a different approach. The strategy Hopkins came up with launched an entire industry.
Here’s what he did … nearly 100 years ago:
Hopkins’ friend discovered a paste you’re likely familiar with (and may even use) -- Pepsodent. You probably know the product as toothpaste. But a century ago, toothpaste was a tough find inside consumers’ medicine cabinets.
You see, brushing your teeth was not a common task in the United States. Sure, toothbrushes were available, but most Americans didn’t understand the benefits of cleaning their pearly whites.
Hopkins saw this misunderstanding as opportunity. In fact, he believed he could turn teeth brushing into a daily habit.
So he decided to target a natural occurrence -- the film that collects on teeth. He then touted Pepsodent as the solution to “the dangerous coating that robs teeth of their whiteness.”
What’s important to note is Hopkins didn’t promote Pepsodent the product. Instead, he marketed Pepsodent as a solution. In his advertising, he also educated prospects about the benefits of removing the film that collects on teeth (or the problem).
Check out this 1929 Pepsodent ad and you’ll see what I mean: http://powerfulmarketing.s3.amazonaws.com/1929pepsodentprintad.jpg.
Notice how Hopkins gives reasons why readers should try Pepsodent, but he doesn’t attempt to sell them. Instead, he offers a 10-day trial. That way all risk is removed from the consumer.
So what problem does your product or service solve? Does your answer match what you’re marketing today?
Remember, your prospects want solutions to their problems -- not your actual product or service.
Talk soon,
Tom
NOTE: This is Day 29 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 having me create a Guaranteed Marketing Profits Program for your business, please click here to get on the waitlist. You’ll be notified when an available spot opens.