Yes, you can cure a disease. No, I’m not talking about a medical condition that has baffled scientists for ages. Instead, I’m referring to a situation that confronts your customers that you can remedy.
However, first, you have to identify or create the disease. And, if it is meaningful, target customers will seek out your brand to cure it.
In the past few issues of Marketing Matters, I’ve been referencing the battle of the Mouthwash brands Listerine and Scope. Both created diseases and solved it with their brands.
In the 1920s, Listerine identified and addressed a disease, “chronic halitosis”—an obscure medical term for bad breath. The brand’s sales soared nearly 8-fold in a mere seven years.
Scope Mouthwash took on “morning breath.” They created the disease and cured it. The key copy words, “Scope Fights Morning Breath, The Worst Breath of The Day.” See it here: https://www.youtube.com/watch?v=y14S_7S3YII
Oh, there are other examples beyond the mouthwash category. Consider Viagra. They used the medical term E.D. (Erectile Dysfunction) and peddled it to consumers. Who in the consumer kingdom had ever heard of E.D.? Consumers knew it as “impotence.”
Impotence is a label that crushes men. It suggests one is not a man. But Viagra labeled it “E.D.,” destigmatizing the condition. It was not impotence but a mere plumbing problem that they could remedy.
How about Paxil? Paxil is an antidepressant drug used to treat depression, anxiety, and major depressive disorders. However, Paxil targeted “Social Anxiety” and received FDA approval for Social Anxiety Disorder (SAD). In other words, they identified a space they could own and remedy. Your life is waiting here: https://www.youtube.com/watch?v=rR8rBEFulw4 with Paxil.
There’s a lyric and melody floating around in my head, “Ring around the collar. Ring around the collar.” I’m referring to the brand Wisk, a liquid laundry detergent. It treated those difficult to clean stains that appeared on shirt collars. Wisk helped eradicate the contrived disease (or, if you prefer, ring around the collar). “Wisk around the collar beats ring around the collar, every time.” See for yourself: https://www.youtube.com/watch?v=ZeakPcsccyY
What might you do to be the first to identify a disease and cure it with your brand?
Here’s yet another link that can provide the insights you need to make your marketing matter more. Take steps to practice “smarter” marketing. Read AVOIDING CRITICAL MARKETING ERRORS: How to Go from Dumb to Smart Marketing. Learn more here: http://bdn-intl.com/avoiding-critical-marketing-errors
Stay SAFE, and be well.
Peace and best wishes,