The Marketing Word | Differentiation Marketing

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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