Is my product not sexy enough? I know there is a NEED but nobody seems to WANT it...

[ollimatrix]

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.

 

Dislike ads? Become a Fastlane member: Subscribe today and surround yourself with winners and millionaire mentors, not those broke friends who only want to drink beer and play video games. :-)

[DaRK9]

So the salad is only hypothetical?

Salad - Logical sell.
Hamburger - Awesome delicious emotional sell.

 

[throttleforward]

Raise your price to $800? Perhaps the preceived value is too low because you're not charging enough?

 

[FionaS]

Using your example, salad is a logical sell, hamburgers an emotional sell. Most people would go for hamburgers, because emotions tend to lead over logic. Basic psychology.

So, looking at it from a copywriting point of view. Sell the emotional aspect. Use logic/facts to reassure the logical brain that the buy is a good idea. But, definitely sell the emotion - whether positive (You'll look absolutely amazing and feel 1000% better if you eat our salads, because blablabla) or negative (Sick and tired of being fat and ugly? Our salad will help you lose all that unwanted weight and make you look like a supermodel!).

You don't have to be as sexy. But, you really do need to sell it. Study some copywriting and psychology, or hire someone who writes good copy. Marketing is super important if you want to sell something... especially if you don't want to resort to airbrushed models eating hamburgers on the beach (who does that, anyways?).

 

[DaRK9]

(who does that, anyways?).

Carl's Jr. does.

Look at any health supplement copy to get ideas. But as this is all hypothetical I really have no idea if that's what you need.

 

[randomnumber314]

People know they should eat well, people know what is healthy. People don't care. They rationalize the hamburger and say "I'll go to the gym tomorrow, I'll eat better tomorrow"--everyday they say this.

Create an emotional appeal as stated by everyone else, but give them a reason to make that decision today. Urgency.

Read Ca$hvertising, or look up his 8 Life Forces for advertising.

 

Dislike ads? Become a Fastlane member: Subscribe today and surround yourself with winners and millionaire mentors, not those broke friends who only want to drink beer and play video games. :-)

[ollimatrix]

Thanks for all the replies!

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.

 

[CarrieW]

your trying to change nature. I would say you need to make your difference your strength.

you ever notice how at McDonald you can get a hamburger for like $2 and a salad for $5? its the context in which its sold. when its the right healthy SMART choice people will pay more for it. (they have to know that salads are at mcdonalds and that salads are better for you before any of that right?) well the only way to do that is to educate the market. again this is a harder sell then primal ohh boobs and bacon...

you cant beat boobs and bacon tho. you have to appeal to the market that is looking for more than that. you need to play to just as strong of a primal urge as boobs... and you have to put it in the right context. I would probably use the b&b differently like have some boobs and bacon swirling around like a hypnotist circles saying don't be distracted by the boobs and bacon etc... idk

you have to grab their attention with something. shock, awe, humor whatever, then educate while keeping their attention and get them to really believe that this salad is the best decision they have ever made and their lives will be better for it. their teeth whiter their hair brighter etc insert benefits here....

I hope we are not really talking about salads tho. cause bacon! (I already have boobs )
LOL

 

[FionaS]

I think you would highly benefit from reading some copywriting books. Maybe How to Write a Good Advertisement. It delves into the mindset that will help you sell. There is more than just emotional and logical appeal at play. You need to find out what motivates your customers specifically. What they truly want. And go from there. It{s hard to give more specific advice without knowing your product and target market.

 

[RogueInnovation]

You can be sexy without crassness and blatent models.
Just frontrun your benefits in a positive and engaging way.

Got Milk?

Fantastic add campaign, that reignited the sales of milk.
Salads at mcdonalds were sold at one point (not sure if anymore)
Subway

Jarad lost yadda yadda pounds on subway.

BOOM!


All this proof leads me to think that YOU want an excuse to not sell.
Maybe your salad isn't that good for people, maybe the fact you put cricket flour in it is weird and not in the interests of most consumers but is your "thing".

Fact is, good stuff can absolutely sell in fact, it SHOULD be good stuff.
So you are definately inventing the issue.
The grass is always greener, people always want the high ground, and your mother always thinks you are handsome...

Do you have actual figures, do you have valid tests... no you don't. You are drawing conclusions from nothing, so of course the big evil empire is taking all your money.

Just start with building a core group, advertise better and better, and ask for feedback, get real tests done, move it forward inch by inch.

Never say "oh they are unfairly making money and its cuz I have principles that I make nothing"
Your hero money maker competition probably are just lazy (which you can turn in your favor) but they are less lazy than you cuz they seem to be actually using some copy and marketting consistently.

Don't delude yourself with this stuff, I did it for years and its dumb, let it go, and just focus on what you are doing.


Currently in my biz what I'm doing to make it sexy:
I give people the tiniest bit, and have them describe it, I give them a tiny bit of another product, I repeat this every day lol.
I simplify GREAT ideas, into SIMPLE ideas, and then take it further until its a great simple idea.
I talk all the time with customers (like 2, 3, 4 hours a day) which I also play around with, which gives me creative and quirky ways to word what I'm selling and create great rapport.
I get people to fantasize, a lot, "wouldn't x be great" and use that to bounce ideas off.

This is cuz sexy is all in what you understand, and how you portray it.

You think I'm gonna risk running a potential multi-million dollar company on some wild assumption about sex sells?
No way!!!


And hey, sexy isn't sexy when its slammed in your face. Evoke emotions by creating real bonds with your audience, thats where "blatant disconnected posters of girls" gets absolutely demolished by clear goals and great direction.

Youtube is filled with pictures of girls to get you to click on songs etc, but who are the ratings really going to?
Mediocre songs that are putting up the same pictures as everyone else?
Or the guys who make real music and know they dont need cheap tactics cuz they have a name.


For a minute I'll assume your product is unstoppably great and all of what I said previous is null and void:

List off every single benefit of your product daily.
Drill it into your brain, until all you see is benefits, then go talk to people with the nuclear benefits in mind. Keep doing it till people say "shutup and take my money".
Translate that into a marketting campaign, voilla

 

[Unknown]

I feel the need to point out that hamburgers don't cause heart disease. Low fat diets were invented by a group of stupid people that had no studies to back up their claims. Sorry...off topic.

Sell your product to your audience. If they want boobs, give them boobs. If that's not what you want, then it might be the wrong product for you.

 

Dislike ads? Become a Fastlane member: Subscribe today and surround yourself with winners and millionaire mentors, not those broke friends who only want to drink beer and play video games. :-)

[Joe Cassandra]

I failed analogy class in college but perhaps you are more a segmented market.

Burgers can be advertised to most everyone: cheap, yummy, in USA its "American", so it has a lot going for it. An easy choice for most when hungry.

Salads on the other hand are not an easy choice;: Need fresh ingredients, prep time 1 salad at a time (compared to grilling 10 burgers at once), not as tasty, not as easy. Also, most will choose the burger over the salad for pleasure reasons (instant gratification). Some people wont even go near a salad, most will go near a burger.

The Salad lovers are a much smaller subset but passionate about health and all that. Perhaps develop your salad channel. Dont advertise at the Ballpark where burgers rule (never seen someone eating a salad there) but perhaps at a nice Italian restaurant, they kick off with a nice salad.its expected, its desired. No one wants a burger at Olive Garden but they effing love the salad.

Perhaps target that salad audience and build added funnels for that subset. Let the burgers fight over the fattys you fight over the rich soccer moms who battle other moms for hottest moms
award (one way by eating salad and jogging pushing 2 strollers while talking on the phone. ..they take up the sidewalk!)

Sent from my SM-N900V using Tapatalk

 

[CarrieW]

excellent post rep +

 

[DaRK9]

I feel the need to point out that hamburgers don't cause heart disease. Low fat diets were invented by a group of stupid people that had no studies to back up their claims. Sorry...off topic.

Sell your product to your audience. If they want boobs, give them boobs. If that's not what you want, then it might be the wrong product for you.

I was going to hold off on that. Red meat FTW.

Good point, I've never seen a healthy product done "sexy" before besides women's fitness stuff. Might be something.

 

[tafy]

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.

If people are willing to pay $800 for an item then why are you going against the market and selling it for $200?

Sell yours for the same price, add extra premium things into your salad like organic chicken and a variety of delicious salad dressings

 

[DaRK9]

If people are willing to pay $800 for an item then why are you going against the market and selling it for $200?

Sell yours for the same price, add extra premium things into your salad like organic chicken and a variety of delicious salad dressings

I still can't figure out if he is actually selling salads because the OP says, "Say we are selling salads".

 

Dislike ads? Become a Fastlane member: Subscribe today and surround yourself with winners and millionaire mentors, not those broke friends who only want to drink beer and play video games. :-)

[Rickson9]

I hope your marketing is better than your original post because I wasn't able to figure out what you're selling within 5 seconds.

 

[jon.a]

Give your market what it wants. If your market wants Eve in a lettuce leaf, give it Eve in a lettuce leaf.
Do you want to be right, or do you want to be rich?

 

[RHL]

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

Chalk this one up next to the "Do you click on my ads, or are you a thief" thread. Whiners keep trying to pitch their salad. Winners found McDonald's. Be a winner, not a whiner. If people in the target market for your product, who understand what your product is, don't buy it, there's no need-period. Whistling in the dark by saying, "hey, people could really use this..." will get you nowhere. You can always spot a need because you won't be saying "People need this," other people will be coming to you telling you "We must have your product as soon as possible."

 

[jon.a]

Give your market what it wants. If your market wants Eve in a lettuce leaf, give it Eve in a lettuce leaf.
Do you want to be right, or do you want to be rich?

ΕΝΔΕΚΑ said, Chalk this one up next to the "Do you click on my ads, or are you a thief" thread. Whiners keep trying to pitch their salad. Winners found McDonald's. Be a winner, not a whiner. If people in the target market for your product, who understand what your product is, don't buy it, there's no need-period. Whistling in the dark by saying, "hey, people could really use this..." will get you nowhere. You can always spot a need because you won't be saying "People need this," other people will be coming to you telling you "We must have your product as soon as possible."

It could very well be both. Figure it out and adjust.

 

[throttleforward]

Chalk this one up next to the "Do you click on my ads, or are you a thief" thread. Whiners keep trying to pitch their salad. Winners found McDonald's. Be a winner, not a whiner. If people in the target market for your product, who understand what your product is, don't buy it, there's no need-period. Whistling in the dark by saying, "hey, people could really use this..." will get you nowhere. You can always spot a need because you won't be saying "People need this," other people will be coming to you telling you "We must have your product as soon as possible."

While I agree, the OP has to be careful in determining whether people actually want his product. If he's exhusted all angles and ways of describing the benefits to his entire market, that's one thing. But a simple change in message could completely flip his success rate.

Just a few weeks ago I asked people here to take a look at a landing page I put together. I took the best advice from the people here, changed the layout, had people here say it was good to go, and ran traffic to it. Not a single conversion. Changed my message, ad and landing page design to something else, targeted a slightly different group of people within my broader market, ran traffic and crushed it. Same product, different message, different results.

 

Dislike ads? Become a Fastlane member: Subscribe today and surround yourself with winners and millionaire mentors, not those broke friends who only want to drink beer and play video games. :-)

[Mattie]

Salads always a hard one! The hamburger is just juicier and tastier. Salad doesn't do much for the five senses. If I've learned anything in the Netherlands and watching food shows from the U.K. first mistake is that picture. Every thing on the plate is creative with color, shaped neatly into different styles. Taste wonderful, looks wonderful, and smells wonderful. Your visual is the picture. The picture looks sloppy and like she's been eating for half hour. No one wants to watch someone eat.

Every menu I've seen in the Netherlands and Germany shows their food in a perfect picture. Nothing is out of place on the plate. No one feeding themselves. I would look at some cook books or magazines and look at the salad section. Just my insight.

https://www.google.nl/search?q=crea...93XOYnjOu_EgOAF&ved=0CB8QsAQ&biw=1366&bih=667

 

[rocksolid]

Here's an original idea. Tell us what your product really is and let us look at the website and then you can get some real feedback instead of hypothetical feedback.

 

[DeletedUser12]

Sell tasty healthy burgers for a premium instead of salads. I know it's just an analogy, but Veggie Grill in L.A. has one the best burgers and it's completely vegan and they were opening up more locations. Same thing with Bulletproof coffee -- people want their coffee, so give them a better premium version...

 

[GuestUser113]

Either you do not know how to market what you are trying to sell. Or, you are not listening to what the market is telling you.

 

[CarrieW]

Here's an original idea. Tell us what your product really is and let us look at the website and then you can get some real feedback instead of hypothetical feedback.

that would be great I would love to know what the "salad" is

Either you do not know how to market what you are trying to sell. Or, you are not listening to what the market is telling you.

yes there are professional advertising people. maybe consult a professional?

 

Dislike ads? Become a Fastlane member: Subscribe today and surround yourself with winners and millionaire mentors, not those broke friends who only want to drink beer and play video games. :-)

[GuestUser113]

yes there are professional advertising people. maybe consult a professional?

You could hire someone that knows growth hacking.

 

[CarrieW]

You could hire someone that knows growth hacking.

never heard of that before. just looked it up... that's pretty awesome!!

 

[GuestUser113]

never heard of that before. just looked it up... that's pretty awesome!!

Yeah, twitter being for the best example of growth hacking. http://www.business2community.com/strategy/6-growth-hacking-success-stories-0708838#!02UCa

 

[RogueInnovation]

If your market wants Eve in a lettuce leaf, give it Eve in a lettuce leaf.

You're hired!

Never be out done I guess xD