Sounds strange, doesn’t it? But some specialty soaps have just the cutest, sweetest, most delicious packaging that you can’t imagine leaving the boutique you’re standing in without at least giving them a sniff.
Just the appearance of these lovelies causes you to expect that it will smell and lather up as lusciously as the packaging looks.
This is the kind of stuff that I sold all day long in my specialty boutique years ago. And I learned one of the most valuable lessons in my life from the nationally known specialty wholesalers who patiently explained to me “how it works.”
Please allow me to explain:
I was brought up to believe that “it’s what’s inside the person that counts” and that looks are superfluous. With all respect Mom, you’re dead wrong when it comes to effective marketing.
- Who shows up for a first date wearing a lumpy, stained sweater and unbrushed teeth?
- What kind of serious job applicant arrives for the interview using bad manners?
- Who wants to linger at your website when it’s clearly years overdue for a redesign and implies that your business is “dusty?”
Almost nobody, right?
It’s the same with those tantalizing soaps I want to tell you about. I discovered something amazing that changed me forever.
There were basically three different categories of the soaps that I sold:
- Soaps that were hand made from the purest ingredients and made my customer’s skin complaints get much, much better where expensive prescription creams didn’t help, but their packaging was so-so (adequate, but not attention getting).
- Soaps that had excrutiatingly cute packaging with vellum, lace, gorgeous scripts, logos, and a thoughtful little story about the company and “flavor” somewhere on the display, bu the soap itself was so-so (adequate, but pretty average).
- Soaps that rocked out the luscious smells, lathered up into a delightful froth, AND were packaged like a dream.
Guess which ones sold the best?
It was a tie between the great quality soaps with the great packaging and the average soaps with the great packaging. Nobody wanted the great soaps that came in average packing. Even though I told my customers that the plainer one was better for problem/sensitive skin (better quality) 95% of them didn’t care. They wanted cute packaging and didn’t mind if the product was average.
This blew my mind! People would pay good money for the thrill of buying something admittedly super adorable, but something quite temporary: soap packaging, rather than focus on the hours they were going to spend experiencing the soap itself.
Emotions make decisions over critical thinking almost every time. Seth Godin’s famous for making this point. Before I ever heard of Seth Godin my customers were living out what he observes with this process.
So here’s the big question:
How do you “Package” your content so that it’s indescribably yummy?
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