Marketing tip:
Say something different.
Coffee, for the most part, is just coffee.
I gave it up for two years, didn’t notice a difference in my health or feeling, and returned to it with gusto.
I enjoy trying different kinds. A few days ago we were shopping and I noticed a packet of coffee called “Red Eye.”
It’s coffee “not for wimps!”
It’s coffee “with an attitude!”
So says the package, anyway.
I loved the playful arrogance of the sales copy.
So I bought it.
Now, marketing can often get you to try a product once, but if it sucks, you won’t buy it again.
Did I like this product?
No – I love Red Eye brew coffee!
I even went online and ordered more, an entire keg* of it, as well as a t-shirt.
Lesson: Coffee is coffee unless the marketing suggests it’s better than other coffee.
This is the beginning of Hypnotic Writing.
A realtor could use this principle: “A realtor with attitude!”
So could a dry-cleaner: “A dry-cleaner with attitude!”
So could a singer: “A singer with attitude!”
Further Lesson: Your product or service better live up to its marketing.
Ao Akua,
Joe
www.mrfire.com
PS – Get your very own all natural Red Eye Brew at www.stewarts.com/Merchant2/merchant.mvc?Screen=PROD&Product_Code=15470&Category_Code=
* A keg? I’m kidding. 🙂
5 Comments
I’m all in… Coffee with Attitude is for me too.
No longer do I have to order my Six Shot Latte’s at the Coffee Bean in shame.
Remember Jolt Cola? All the sugar and twice the caffeine. It was a harbinger of the Energy drink craze going on today.
On the other side, we have “Honest – T” for those looking for something less extreme and more holistic.
Here’s a question: How different does one have to be to stand out, and still be heard?
10%? 20%? what about 99%?
It seems like there’s a point of diminishing returns, where the difference goes from unique to “Lunatic Fringe”… Should make an interesting discussion.
David
Hi Dr. Joe and David: Jolt Cola was fantastic, and Dr. J thank you so much for bringing up such a lightweight subject(!)…especially after folks drink a bit of the stuff..and do about 500 pushups…the weight just goes away…Or Dr. J they could get into that incredible machine ya got in yer gym there…(hope “ya” don’ mind the colloquial “ism” from a transplant southern lad…). Anyway great to read your comments…Dr. Joe and David thanks…and folks…keep the love coming…this place really …rocks… -Dana …so does “The Attractor Factor” …The best read ..ever!
Joe,
You continue to delight, surprise and eductae with so very few words – I guess they are hypnotic – I dunno – but they do resonate – especially this last lot about Red Eye coffee – ’cause it ain’t just about coffee – it’s about how we go about ‘doing’ stuff effectively no matter what product or service we are offering. Don’t stop breathing will you?:wink:
Hi Joe,
I would love the t-shirt – already love the coffee – where did you get it?
thanks
Hey, forget that! I just found it!
Thanks Joe,