The Marketing Word | Differentiation Marketing

Archive for February 2012

Rinse, Repeat

Right up until Viagra** came out, the two words in the title, "Rinse, Repeat" sold more product than any other sales copy.  It's on the back of every shampoo bottle.  We wash our hair, rinse and repeat.  Who in their right mind would buy a product that has to be used twice in order for it to work?  Everyone, apparently.
Those two simple words probably didn't double the sales of shampoo.  Not everyone is going to buy into the idea of washing their hair twice in a row or they are not always going to have the time to do so.  But I bet those two words increased shampoo sales by at least 50%.
Do you have a product or service that you could encourage people to double up on?  My friend Bobbie imports dirndls - those traditional German dresses reminiscent of the Sound of Music if you are a woman and St. Pauli Girl beer if you are a guy.  (www.mydirndl.com)  How about mother/daughter matching dirndls?  Or father/son lederhosen?  (She can do that for you, by the way.)
Magazines use a variation of this to increase their subscription base (advertising rates are based on subscription rates).    Have you ever bought a "gift" subscription for someone and got a free or half-price subscription for yourself?  Tire stores often run "Buy 3 tires, get the 4th tire free" ads.  Why?  Most people know that you shouldn't replace just one tire (they wear unevenly and give a bad ride).  So, people will usually buy at least two tires at a time.  However, if the tire tread is getting low, and they are going to buy two tires anyway, well.... Gee, they're going to have to replace the other two pretty soon anyway, so yeah, they'll go ahead and buy three tires.  Not always, not everyone.  But enough people go for that free tire to make it worth running the ad.
Think about what you offer and see if there's a way to add a gentle, loving nudge to your prospects and clients to get them to open their wallets a little bit more or a little bit more often.
Remember:  It doesn't have to be perfect.  It just has to be DONE.
Barbara
** What's the line that has had Viagra and other medications like it flying off the doctors' scrip pads?  "If erection lasts for more than 4 hours, please consult a physician."  What guy can resist that?  It is marketing disguised as a warning.   Brilliant.

Right up until Viagra** came out, the two words in the title, "Rinse, Repeat" sold more product than any other sales copy.  It's on the back of every shampoo bottle.  We wash our hair, rinse and repeat.  Who in their right mind would buy a product that has to be used twice in order for it to work?  Everyone, apparently.     

Those two simple words probably didn't double the sales of shampoo.  Not everyone is going to buy into the idea of washing their hair twice in a row or they are not always going to have the time to do so.  But I bet those two words increased shampoo sales by at least 50%.

Do you have a product or service that you could encourage people to double up on?  My friend Bobbie imports dirndls - those traditional German dresses reminiscent of the Sound of Music if you are a woman and St. Pauli Girl beer if you are a guy.  (www.mydirndl.com)  How about mother/daughter matching dirndls?  Or father/son lederhosen?  (She can do that for you, by the way.)

Magazines use a variation of this to increase their subscription base (advertising rates are based on subscription rates).    Have you ever bought a "gift" subscription for someone and got a free or half-price subscription for yourself?  Tire stores often run "Buy 3 tires, get the 4th tire free" ads.  Why?  Most people know that you shouldn't replace just one tire (they wear unevenly and give a bad ride).  So, people will usually buy at least two tires at a time.  However, if the tire tread is getting low, and they are going to buy two tires anyway, well.... Gee, they're going to have to replace the other two pretty soon anyway, so yeah, they'll go ahead and buy three tires.  Not always, not everyone.  But enough people go for that free tire to make it worth running the ad.

Think about what you offer and see if there's a way to add a gentle, loving nudge to your prospects and clients to get them to open their wallets a little bit more or a little bit more often.

** What's the line that has had Viagra and other medications like it flying off the doctors' scrip pads?  "If erection lasts for more than 4 hours, please consult a physician."  What guy can resist that?  It is marketing disguised as a warning.   Brilliant.

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You Can’t Game Google

Had a great laugh with my friend Jim this week. He asked if I was going to listen in on a webinar for a new (read: recycled) SEO technique. My exact words to him were: “Thanks. But I'll pass. I've given up on SEO. I think it is all bullshit because Google just goes and changes their algorithms at whim. You wind up chasing your tail.”

Jim and I had discussed his latest foray into SEO a few weeks before. He had paid a guy to create a ton of backlinks to his site (already on the first page of Google) to drive it to the very top. The backlinks were created and the home page of his site disappeared from Google search. Oh, it may have been somewhere on page 57 or so, but for all intents and purposes, it was gone. A couple of his back pages showed up on pages 2 and 3, but the home page was nowhere.

He contacted the guy, had him remove all those lovely backlinks, and lo and behold, his home page was once again on the first page of Google. Said Jim, “Lesson learned.”

So, imagine his absolute joy when he realized he was listening to a webinar extolling the virtues of paying someone to create a network of backlinks (and you could get it for only $47 a month!). We laughed ourselves silly.

Here’s the thing:
Google has already figured out the game. Google has already figured out EVERY game. It is Google. It knows all. It sees all. It controls the game.

A quick check with friends who have sites on the first page of Google (in various niches ranging from transmissions to vacation rentals) told me what I already suspected. Want to get on the first page of Google? Do this:

Have good, relevant content.
Don’t be a sales page.
It’s better to have some time behind your domain name rather than be brand new.
Use keywords, but don’t keyword “stuff.”

I’ll go one step further. Don’t be Google-dependent. If your traffic depends on being on the first page of Google, pay Google. Very simple.

But most of us don’t have businesses that need to be found by unknown prospects from all over the globe. Most of us have businesses with a specific target market.

If you address your target market, listen to their needs and give them what they want, they’ll find your site. Especially if you feature it prominently in your marketing materials.

It’s the same thing with as-yet-unknown prospects. Find where they hang out (online and offline) and market to them there.

Frankly, pinning your business’s future on your Google search rank is not a great plan. You need to be doing a lot more than hoping someone clicks on that link. You need a comprehensive marketing plan. Google is just one piece of the puzzle.

Google is a moving target. And it moves a lot faster than most of us. Do this: Provide a good product or service, understand your customer base, take care of your people. Then market! The Google ranking will take care of itself.

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