You’ve seen the sexy products that seemingly sell themselves.
You know, “Get washboard abs” or “Learn the investing secrets of the wealthy” and so forth.
While that’s all fine and dandy for companies that are selling products and services in exciting niche markets with high demand and a huge pool of potential customers, what are you supposed to do if your products lack a certain “sex appeal” (thermoplastic paving anyone? Or how about HIPAA compliant website hosting? I think you get my point.)
The fact is, most of us sell pretty boring products and services. Are my services (email copywriting) sexy? Doubtful.
So, if you are in a niche market so boring that your own mother doesn’t want to hear about it, what are you supposed to do? How are you supposed to market and sell the products and services you offer effectively?
There’s a secret to marketing and selling boring products and services, and I’m going to reveal it below. Before I do though, I’d like to tell you a little story…
Meet Steven…the Super Savvy IT Company Marketing Director
Steven is the marketing director for a medium-sized IT security company. They offer a unique solution to companies in a certain sector of the financial services industry related to data security.
Unfortunately, three things were keeping Steven and his company from succeeding:
1. They were competing against several multi-billion dollar corporations who offered a similar product.
2. They were selling products and services, not solving problems…there is a gigantic difference between the two. To market & sell boring products effectively, you must focus on solving your customer’s problems.
3. To pile onto my second point, they hadn’t developed buyer personas, and thus were not speaking directly to their target audience in a problem solving manner.
Which leads me to my next point…solve your customer’s problems
Whether you’re selling products or services in the B2B or B2C space, people purchase products because they solve problems.
Your job as a marketer or seller of boring products is to get your audience’s attention by focusing on not only the problems being solved, but the consequences that could occur by not solving their problem.
These consequences should be serious enough to get the attention of your target audience.
For instance, let’s use the HIPAA compliant website hosting example. There are likely thousands, if not millions of websites that should be using HIPAA compliant website hosting, but aren’t.
In this case, you want to look for stories to identify what could possibly happen to organizations who do not have their websites setup properly on HIPAA compliant servers. You don’t have to look far to find serious consequences:
Do healthcare websites or companies really want HIPAA compliant hosting? No they don’t care about the product, but trust me they care a lot about avoiding massive fines that could cripple their organization.
That’s what you have to market. That’s what you have to sell.
Find the big scary problem that makes your clients sweat, and solve it for them. They’ll happily hand over money at that point to avoid pain. In fact, many psychologists and other mental health professionals believe that humans seek to avoid pain more than attain pleasure.
That’s a valuable piece of information to keep in mind for your next marketing campaign.
Be more efficient & customer-oriented to beat large competitors (and niche your business)
How in the world can he compete with these large companies and make a dent in this highly competitive space?
The truth is that large companie are notoriously inefficient. The only way they really can survive is by pumping out millions upon millions upon millions of dollars in advertising spend, until they essentially are able to “brainwash” you to buy their stuff.
While you likely don’t have that kind of spend, you can provide a better product to a more niche audience and get more than your fair share of the pie.
The simple 3 step marketing system for boring products
I’m a believer that simple marketing campaigns executed correctly and consistently can yield great returns. Sure, you’ll want to improve your marketing and selling skills as time goes on, but for starters the three things you need to do to market and sell boring products effectively are:
1. Get traffic to your website (Paid traffic, writing articles, online media buys, etc.)
2. Create a lead magnet and collect email addresses in exchange for it.
3. Nurture those leads by consistently emailing them until they turn into sales.
That simple formula is the basic blueprint for marketing and selling any product or service online. It’s been proven time and time again, and it flat out works. If you aren’t doing these three things, I strongly encourage you to get started.
So you want to market and sell more of your boring product…now what?
Products and services are boring, but problems aren’t. Your products/services solve problems, and you just need to find out what those problems are and tailor your marketing and selling around them.
Remember, people don’t like to buy boring products, but they do like solutions that help them avoid consequences, so there’s your marketing angle right there.