Product Packaging The Secret to Selling a Commodity Product
Product Packaging The Secret to Selling a Commodity Product
Seeing as how I'd never been to Kenya, or anywhere close to that part of the world, I agreed to give the seminar.
It was a great experience.
While I Was In Kenya I Was Asked a Great Question
A CEO of a soap manufacturing and distribution company attended my seminar. We landed on the subject of creating a Unique Selling Proposition.
This soap CEO asked me...
"David, we make soap. It's not fancy. They make bars of soap and cut them into small blocks that are sold in retail stores. What can I do to differentiate my product from the other soap that's being sold?"
He pulled out a bar of soap to show me.
Indeed, it was a simple, no frills bar of soap.
He mentioned that his competitors have continually undercut him in price, which frustrated him.
And he didn't know of any way to set his soap apart from the other brands and he asked me what he should do.
Here Was My Advice to the Soap Executive...
Simply package your soap in a bright fluorescent yellow wrapping with a picture of a sun and rays of sunshine on it and call it, "Sunny Fresh."
He was silent for a few moments and then it seemed as though a light bulb went on inside his head.
"Yes, that's it." he said.
Well, I don't know if he ever took my advice or not, but I DO know that packaging can certainly create a perception of difference in the mind of consumers.
A great example of that just popped up the other day.
How a Little-Known Fertilizer Became One of the Fastest Selling Plant Growth Supplements In the World
This week my wife planted three new trees in our backyard. She was looking for some soil fertilizer and was presented with a bunch of options down at the local nursery.
After scanning the shelves, one product jumped out at her like a sore thumb.
The packaging was so compelling that she immediately purchased several bottles of it.
The product is called "Superthrive."
Would you like to see what it looks like?
--> Here's the front of the package
http://url123.com/zhxrm
--> Here's the back of the package
http://url123.com/zhe2p
Here's What Makes This Product Packaging Stand Out
Notice on the front cover how the package uses the following techniques...
1. A very bold headline
"#1 Extra Life"
2. Very powerful words
"World Champion", "Greatest Guarantee", "Proof",
"Vitamins-Hormones", "Science Miracle."
3. Bold colors
Bright yellow, red, and green.
4. A variety of large fonts
5. Photos of healthy plants and trees
And Did You Take a Look at the Back of the Package?
If you examined the back of the Superthrive package you would have noticed that it's as compelling as the front of the package, but in a different way.
There's no bright colors or photos.
It's all text.
But the text is very compelling.
On most bottles of something, the back is filled with cautions, directions, and ingredients.
The back of Superthrive is filled with additional sales copy. Notice how the back says, "EXTRA LIFE for YOUR..." and it lists 10 different things to which Superthrive provides extra life.
Basically the front of this package gives you all the emotional reasons for buying and the back gives you a lot of logical reasons for buying.
It's no wonder that Superthrive has taken the fertilizer world by storm (even though they don't claim to be a fertilizer).
Could Your Packaging Sell Better?
Mine sure can.
A good case in point is my http://www.MarketingBestPractices.com website.
It's ugly.
It doesn't sell as well as it should.
That's why I'm about to roll out a brand new site in about a week from now.
It will look 100% different and will include a lot of my best material - - but it will be packaged in a way that will sell.
So stay tuned.
Take a second look at how you package your products and services. Look at your...
1. Company vehicles
2. Uniforms
3. Website
4. Graphical depictions of your services
5. and especially your packaging if you sell hard
products.
Ask yourself if your packaging is exciting and eye catching. Would it stop the eye if it was sitting on a shelf side-by-side with your competitor's products?
If not, do something about it.
Product Packaging The Secret to Selling a Commodity Product - To learn more about this author, visit David Frey's Website.
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Last year I was asked to give a seminar to a group of prominent business executives in Nairobi, Kenya.
Seeing as how I'd never been to Kenya, or anywhere close to that part of the world, I agreed to give the seminar.
It was a great experience.
While I Was In Kenya I Was Asked a Great Question
A CEO of a soap manufacturing and distribution company attended my seminar. We landed on the subject of creating a Unique Selling Proposition.
This soap CEO asked me...
"David, we make soap. It's not fancy. They make bars of soap and cut them into small blocks that are sold in retail stores. What can I do to differentiate my product from the other soap that's being sold?"
He pulled out a bar of soap to show me.
Indeed, it was a simple, no frills bar of soap.
He mentioned that his competitors have continually undercut him in price, which frustrated him.
And he didn't know of any way to set his soap apart from the other brands and he asked me what he should do.
Here Was My Advice to the Soap Executive...
Simply package your soap in a bright fluorescent yellow wrapping with a picture of a sun and rays of sunshine on it and call it, "Sunny Fresh."
He was silent for a few moments and then it seemed as though a light bulb went on inside his head.
"Yes, that's it." he said.
Well, I don't know if he ever took my advice or not, but I DO know that packaging can certainly create a perception of difference in the mind of consumers.
A great example of that just popped up the other day.
How a Little-Known Fertilizer Became One of the Fastest Selling Plant Growth Supplements In the World
This week my wife planted three new trees in our backyard. She was looking for some soil fertilizer and was presented with a bunch of options down at the local nursery.
After scanning the shelves, one product jumped out at her like a sore thumb.
The packaging was so compelling that she immediately purchased several bottles of it.
The product is called "Superthrive."
Would you like to see what it looks like?
--> Here's the front of the package
http://url123.com/zhxrm
--> Here's the back of the package
http://url123.com/zhe2p
Here's What Makes This Product Packaging Stand Out
Notice on the front cover how the package uses the following techniques...
1. A very bold headline
"#1 Extra Life"
2. Very powerful words
"World Champion", "Greatest Guarantee", "Proof",
"Vitamins-Hormones", "Science Miracle."
3. Bold colors
Bright yellow, red, and green.
4. A variety of large fonts
5. Photos of healthy plants and trees
And Did You Take a Look at the Back of the Package?
If you examined the back of the Superthrive package you would have noticed that it's as compelling as the front of the package, but in a different way.
There's no bright colors or photos.
It's all text.
But the text is very compelling.
On most bottles of something, the back is filled with cautions, directions, and ingredients.
The back of Superthrive is filled with additional sales copy. Notice how the back says, "EXTRA LIFE for YOUR..." and it lists 10 different things to which Superthrive provides extra life.
Basically the front of this package gives you all the emotional reasons for buying and the back gives you a lot of logical reasons for buying.
It's no wonder that Superthrive has taken the fertilizer world by storm (even though they don't claim to be a fertilizer).
Could Your Packaging Sell Better?
Mine sure can.
A good case in point is my http://www.MarketingBestPractices.com website.
It's ugly.
It doesn't sell as well as it should.
That's why I'm about to roll out a brand new site in about a week from now.
It will look 100% different and will include a lot of my best material - - but it will be packaged in a way that will sell.
So stay tuned.
Take a second look at how you package your products and services. Look at your...
1. Company vehicles
2. Uniforms
3. Website
4. Graphical depictions of your services
5. and especially your packaging if you sell hard
products.
Ask yourself if your packaging is exciting and eye catching. Would it stop the eye if it was sitting on a shelf side-by-side with your competitor's products?
If not, do something about it.
Product Packaging The Secret to Selling a Commodity Product - To learn more about this author, visit David Frey's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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