Marcia Yudkin made an interesting point today about marketing. The “tried and true” reasons WE think people should buy our products or services may not ring as true with customers as it used to. Or they may be more cost conscious than ever. All your current “reasons to buy” may be good enough. But they may need that one last little encouragement to rationalize their actions. And that last encouragement may be something completely new. In fact, it may even seem trivial or strange to you… but make all the difference in the world to your customer.
Looking at the examples below, how might this concept relate to your business?
According to USA Today, the U.S. Mint is spending $12 million to test whether Americans will finally warm up to a dollar coin, which they have rejected for decades, by pitching it as environmentally friendlier than the paper bill. (Greener than the so-called “greenback”? Slang is against them.)
Coca-Cola, which for ages touted its taste, has a new tag line: “No artificial flavors, no added preservatives. Since 1886.” (Clever and informative, since most of us consider soft drinks unhealthy.)
Collections of KenKen puzzles, a new variant of Sudoku, carry the claim that they make you smarter, building on popularized studies showing that mental challenges keep the brain in shape. (Just plain fun isn’t enough, I guess.)
If you’re pitching your products and services the same way you did four years ago, maybe it’s time to try a different rationale. Here are a few additional ideas with current appeal:
* Reduces your carbon footprint
* Helps the local economy
* Increases the likelihood of keeping your job
* Having to do more with less?
Consider adding fresh, up-to-the-season reasons to buy.
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You can get your own subscription to Marketing Minute through Marcia Yudkin’s website:
http://www.yudkin.com/marketing.htm
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How To Make Money From Home on May 6th, 2009 at 8:58 am
I love your example of Coca-Cola – so true! It’s good marketing.
Debbie Holt on May 7th, 2009 at 5:07 am
Excellent ideas on this blog. I will visit often. I am a big Soduko fan.
Trump Network Marketing on May 19th, 2009 at 10:27 pm
It is interesting how the focus has shifted from bigger, faster and flashier to simpler, functional and environmentally friendly. Practicality seems to be the underlying theme in advertising these days. Great post!