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The Art of Selling the ‘Boring’
(This is a contributed post)
Some products and services are easy to sell, which means they’re simply to market and advertise too. For more mundane goods and services, however, writing great copy and enticing readers can be a more difficult task.
Persuading readers to book a holiday on the picturesque coast of a Caribbean island, with white, sandy beaches, sun-kissed skies and warm, lapping waves is easier than trying to convince them the latest type of drain cover will transform their home and take their décor to the next level, for example!
To sell products, however, marketers have to know how to sell typically ‘boring’ goods. These may be household necessities which no-one actually gets excited about but everybody needs or humdrum products which aren’t aspirational or much-anticipated.
If you want to sell ‘boring’ products or persuade your readers to splash their cash on uninteresting goods, take a look at our tips now…
- Tell them why they need it
Many ‘boring’ products are things people need, so selling the product itself may not be too much of a problem. Selling a particular brand, however, is vital if you’re promoting your own business or working on behalf of a client. Tell the reader why this particular product is better and what it can do for them. Be clear about the USP and why they should favor your brand over another.
- Differentiate between ‘before’ and ‘after’
Tell or show the reader how the product or service will impact them, will a clear difference between ‘before’ and ‘after’. A catastrophic family camping trip, with collapsing tents, minor injuries and major arguments can suddenly be transformed into a fun-filled bonding experience with the right canvas tarpaulin manufacturer, for example. Showing customers the disastrous ‘before’ scenario can make them realize just how essential a particular product or service is!
- Recognize different demographics
Your product or service may be aimed at more than one demographic, so modifying your marketing material may be a worthwhile way of reaching your target audience. If you offer B2B and B2C sales, for example, businesses and consumers will have different objectives and expectations. It follows, therefore, that they’ll respond to different marketing content. By keeping your target demographics in mind, you can identify with them better and produce more effective campaigns and content.
- Acknowledge a ‘boring’ product
Consumers like honesty and trustworthiness is a big factor when it comes to brand loyalty. No-one expects buying dishcloths to have the same allure as order concert tickets or booking a dream holiday, so don’t try and pretend. Use your content to sell the product but have fun with it and acknowledge when a product is less than exciting.
Selling ‘boring’ products isn’t the easiest of tasks but it can be done. With the right tips and marketing tricks, you can create innovative, exciting and creative copy for any product, brand or service, regardless of how dull it may be!
