A lot of people struggle with marketing a boring product. Don’t be one of them.
It’s not about creating exciting content about tax filing, hair loss or maritime law.
It’s about exciting your target audience.
You see, people don’t care about __________ (fill in the blank with anything under the sun). People only care about one thing. And that is… themselves.
“What’s in it for me?”
That’s what they’re thinking before they read, watch, listen, follow anything you’re planning on showing them. And when I say “they” I really mean “us.” Aren’t we all like that? It’s human nature. Survival of the fittest.
People want to know what they’re going to get. They care about their lives, their work, their goals. Unique individuals who all have their own story to tell. And that’s interesting. So your content can interest them too if it pinpoints their core desires.
Unless you’ve been living under a rock, I’m sure you’ve seen this ad pop up all over the damn place:
Targeted at women, a guy like me isn’t too inclined to click on it. But because I’m a marketer I did.
Poo-Pourri’s latest campaign, Girls Don’t Poop, shows a proper British woman sitting on a toilet chatting about her poop and how to mask the smell with a spritz of the bowl.
In just over a week the ad has received close to 400,000 shares and 11+ million views on YouTube to date. That means 1 in 14 people have shared it with a friend across social media. Hello viral marketing.
Now let’s look at this again.
The product is a spray that makes your toilet smell nice. It’s not glamorous or flashy. In fact, most people cringe at the thought of the topic. And yet, through clever content marketing, not only are people seeking out the video to watch it all the way through, they’re actually getting a lot of information about how the product works.
I love good copy.
Also, video marketing = the shit.
Of course, there will be haters who think this ad is disrespectful to women. (Though judging from my female friends, the vast majority think it’s hilarious.) But all in all the word is out. And people are buying.