The other day I was at the store and decided to purchase a new comb. OK – not so interesting – but follow me… I bought the one on sale – why – because it was on sale and in my mind – “a comb is a comb – can there really be a difference?”
Well – to my surprise – there was a huge difference. This new comb was awful – its ends spiked, the plastic was weak – bottom line – it was horrible. So it go me wondering – how can you market a comb? Most consumers think of them as all the same. Sure – the features are different – but imagine saying – “buy my comb because we use better plastic and our ends do not spike!” – RIDICULOUS. But then what?
Think about it for a second…
How many products and services and brands are like this. Events – how can you differentiate in a way that does not sound ridiculous and defensive? Certain food products – again they all look alike and seem alike. Lots of consumer brands face the same dilemma. I recall speaking to a sole proprietor consultant whose biggest challenge was not differentiating himself but getting the message out about the differentiation.
Remember the Pepsi Challenge – this was a recognition that Pepsi and Coke were SO ALIKE that they needed to differentiate and ran this program as a way of differentiating. I have found myself in many conversations with clients when they are challenged to simplfy their message to tell their potential clients how they differentiate, what makes them better, and why their potential clients should become clients.
So – what is the answer – I am not sure I know the formula. I do know that it comes back to the basics – sell the benefits and not the features. But defining that message and telling it – for a comb company that is difficult. But maybe not if you think about the world of online and digital. In that world, it is about having your customers sell your prospective customers. In thinking of it that way, every customer is a spokesperson and it is the customer who can tell about their experience and the product differentiation. Sound like a “Pepsi Challenge”? Maybe. Is that so bad? I would say not. Maybe if we always thought about that as a backdrop for marketing and messaging, there might be a clearer path.
So – is every marketing effort just another Pepsi Challenge in disguise? Is that they key to marketing a comb? And – is marketing my product any different?
