Thursday, August 02, 2007
Tell Me A New Story
Last weekend I made a trip to Target for a new toothbrush. In my experience, all toothbrushes perform the same function, so I tend to look for something that gives me a little extra joy in having one. Usually, I spend a few minutes looking at my options and choose one that grabs my attention with an unusual detail or color.Each toothbrush told me a story: "Hey, choose me! I'm ergonomic! Hey, choose me, I come in a cool color! I'm the best at getting your teeth clean, check out my bristles!" I realized that each product was telling me the exact same message about its performance. Since none stood out from the rest, it was impossible for me to decide.
As my wife grew impatient, she finally asked, "Why don't you just pick the ugliest one you can find?" I agreed and quickly found a brush with three-color, cross-action bristles, metallic plastic handle, and hot pink overmolds. It works just fine and I like having it.
Lots of product categories are just like these toothbrushes. When we all try to sell our product around the same benefits, it confuses consumers and limits our success. Instead of fighting fire with fire, why not tell a different story that connects with another part of a consumer's personality? For example, I would have bought a toothbrush that claimed to have minimal environmental impact. By speaking to different parts of a consumer's personality, products can cut through the clutter and attract people who will agree with your message.
Labels: marketing
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