Brattleboro VT.,You know what sea monkeys are, right? Actually, they're brine shrimp that are freeze-dried. When you put them into water, they multiply and swim all over their habitat, be it a simple jar or an official sea monkey home.
But it was the inventor's creativeness that made them sell. Harold von Braunhut drew them with pot bellies, skinny limbs, and showed them relaxing at the beach and in 1960, his freeze-dried brine shrimp business took off. As an added item, he created a booklet, teaching kids how to train sea monkeys, teach them to do tricks, and other things that are clearly impossible. But the idea he planted in kids' minds is what made the promotion work. And here's the freaky part... according to the L.A.Times, he was part of the Aryan nation, a Nazi.
So, think about it. Here's this guy, who made millions from a really silly idea and most people would find his politics repulsive. He's made tons and tons of money and sea monkeys continue to sell and make money to this day.
Everyone knows that sea monkeys can't really do tricks. But it was the idea that von Braunhut sold. Just by creating this fun "persona" for sea monkeys, he had a million-dollar idea. What's your brain child?
If you have a product, try to think of ways that you can create this same type of image in people's minds. What makes it fun? What makes it useful? Why should they buy it? This doesn't mean what is it or what features does it have? It means WIIFM -- what's in it for them? When you can show people that in a very clear way what the benefit of having your product is, they're much more likely to buy what you have to offer them.
A feature is: "This car has four-wheel drive."
A benefit is this: "You can get around in the snow easier."
You see... Selling your product is about creating an image in people's minds. To take the SUV example further:
"Imagine you're on your way to visit your family, who lives in Vermont, for the holidays, and on the way there, you spend a night in Connecticut. When you wake up, you're surprised to see snow on the ground... not a little snow... a LOT of snow. Everyone in the motel is scrambling to get their cars cleaned and fretting over going any further until the roads are cleared... they might miss the holiday completely! Their Thanksgiving glee has turned to gloom.
"But you're not worried. You'll still make it for that turkey dinner at Mom's. You can smell the food cooking and taste the cranberry sauce. You'll be there in plenty of time... Snow can't stop you... You have four-wheel drive!"
Right? Let people smell the turkey, feel the loss of separation from family on the holiday, and you've got a sale.
Marketing has a lot to do with creativity. How can you set up your product to sell? What benefits does it have, and how can you create vivid images in people's minds? If you can do that, you'll surely make it online or anywhere else.
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