ollimatrix
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So we have this product. People who have been using the product really really liked it, and saw, felt, and experienced it's benefits. Now we've been executing a lot and we're ready to sell to the masses! Promo video done, website accepting credit cards,... We are contacting many people letting them know about our product.
No body seems to want it...
Comparing it to other things in our industry that are selling well, and follow similar concepts as we are - we DO have lots of things in common, just not one thing: We are not as sexy. BUT: We are GOOD i mean as in healthy, good for you, beneficial, we provide value without the side effects.
Let me explain it with an analogy (because I don't want my product being thought of as a get-rich-quick-scheme I don't want to post anything specific about it here.)
Say we sell food. We are filling the need of people's hunger, their nutrition
That's what we came up with:
People who have been eating our salad have reported great results: They felt more energized, they were not hungry anymore, they had lower cholesterol, etc...
And here is how we are advertising our Salad:
Great, yummy salad! It's good for when you are hungry! It's healthy, too! Everybody should eat salad!
Okay here's what the other companies are selling and what their marketing looks like:
SUPER AWESOME 3 PADDIE HAMBUGER WITH BACON AND GREAT TASTING SAUCE AND WATCH THIS CHICK EATING IT!!!
So needless to say people are paying $800 for the hamburger that the chick eats but we cant sell too many salads even though we charge under $200.
Nobody seems to care about the fact that hamburgers make you fat and you can die sooner by eating them...
What should we do that would not compromise our brand? How can we sell salad without adding boobs and bacon to it?
Any thoughts are much appreciated!
--------
EDIT:
I want to include my first answer in the original post, to clarify things from the beginning for people who read this the first time, get you on the right track right away:
I kind of thought we were already putting emotion into our promo video for example... The problem appears to be that the ENTIRE industry does the whole sexy hamburger thing, while we are trying to sell a healthy salad, and it's hard for us to stick out.
Here's another equation to throw into the mix:
Let's assume that all this knowledge about salads being good for you and hamburgers making you fat does not exist (yet). People don't really have a clue about the benefits of salads, and don't really know too much about hamburgers causing heart disease...
They see the salad and even if I am trying to sell it in an emotional kind of way they're like "uh, cool... WAIT WHAT DID YOU SEE THAT HAMBURGER ON THE CHICK WITH THE BIG BOOBS???"
So we are trying to get our point (and product) across but people are distracted by the flashy alternatives, even though those alternatives are not as good for them. Most of them are simply not aware of that (yet) however. Only our few supporters so far who switched to eating salads have noticed the benefits.
Or to specify my problem a bit more: Consider a restaurant menu.
For years we had an item on there, it was called "pizza".
It was selling so, so... Not too bad.
We made an experiment and changed the name, it's now called "this entree will get you laid".
Suddenly it's our best selling item on the menu.
Nothing about the product has changed, even the description is still the same. But after the name change way more people are ordering pizza.
Now with our salad, we feel as if we don't want to get down to the level that all the other companies go down. We don't wanna have to put a chick in bikini on our salad, we dont wanna feed into this whole "sex and grease sells" thing (which the current trend of our hypothetical food industry seems to be.) We are low fat and "you can keep your clothes on because it's actually getting a bit inappropriate. we're here to eat after all".
See if this changes anyone's response. We'll definitely brainstorm on some ways how to sell our product more emotionally... I still feel as though there is a different problem lying beneath.
No body seems to want it...
Comparing it to other things in our industry that are selling well, and follow similar concepts as we are - we DO have lots of things in common, just not one thing: We are not as sexy. BUT: We are GOOD i mean as in healthy, good for you, beneficial, we provide value without the side effects.
Let me explain it with an analogy (because I don't want my product being thought of as a get-rich-quick-scheme I don't want to post anything specific about it here.)
Say we sell food. We are filling the need of people's hunger, their nutrition
That's what we came up with:
People who have been eating our salad have reported great results: They felt more energized, they were not hungry anymore, they had lower cholesterol, etc...
And here is how we are advertising our Salad:
Great, yummy salad! It's good for when you are hungry! It's healthy, too! Everybody should eat salad!
Okay here's what the other companies are selling and what their marketing looks like:
SUPER AWESOME 3 PADDIE HAMBUGER WITH BACON AND GREAT TASTING SAUCE AND WATCH THIS CHICK EATING IT!!!
So needless to say people are paying $800 for the hamburger that the chick eats but we cant sell too many salads even though we charge under $200.
Nobody seems to care about the fact that hamburgers make you fat and you can die sooner by eating them...
What should we do that would not compromise our brand? How can we sell salad without adding boobs and bacon to it?
Any thoughts are much appreciated!
--------
EDIT:
I want to include my first answer in the original post, to clarify things from the beginning for people who read this the first time, get you on the right track right away:
I kind of thought we were already putting emotion into our promo video for example... The problem appears to be that the ENTIRE industry does the whole sexy hamburger thing, while we are trying to sell a healthy salad, and it's hard for us to stick out.
Here's another equation to throw into the mix:
Let's assume that all this knowledge about salads being good for you and hamburgers making you fat does not exist (yet). People don't really have a clue about the benefits of salads, and don't really know too much about hamburgers causing heart disease...
They see the salad and even if I am trying to sell it in an emotional kind of way they're like "uh, cool... WAIT WHAT DID YOU SEE THAT HAMBURGER ON THE CHICK WITH THE BIG BOOBS???"
So we are trying to get our point (and product) across but people are distracted by the flashy alternatives, even though those alternatives are not as good for them. Most of them are simply not aware of that (yet) however. Only our few supporters so far who switched to eating salads have noticed the benefits.
Or to specify my problem a bit more: Consider a restaurant menu.
For years we had an item on there, it was called "pizza".
It was selling so, so... Not too bad.
We made an experiment and changed the name, it's now called "this entree will get you laid".
Suddenly it's our best selling item on the menu.
Nothing about the product has changed, even the description is still the same. But after the name change way more people are ordering pizza.
Now with our salad, we feel as if we don't want to get down to the level that all the other companies go down. We don't wanna have to put a chick in bikini on our salad, we dont wanna feed into this whole "sex and grease sells" thing (which the current trend of our hypothetical food industry seems to be.) We are low fat and "you can keep your clothes on because it's actually getting a bit inappropriate. we're here to eat after all".
See if this changes anyone's response. We'll definitely brainstorm on some ways how to sell our product more emotionally... I still feel as though there is a different problem lying beneath.
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