A few years ago, I was driving to a speaking engagement in South Carolina when I stopped to get gas.
Waiting in line for the bathroom at the gas station, I looked at large bins of over-the-counter medicine—pain relievers, antihistamines, sleep aids, etc.
They were cheap—approximately $1 apiece for a small box of each—but not a great value at 4 tablets per box. Still, I admired their marketing appeal as an impulse purchase.
The sleep aid was in a blue box and the antihistamine was in a pink box. As I continued to wait for the bathroom—the person ahead of me was taking forever—I noticed something odd.
Same Drug, Different Packages
The blue and pink boxes contained the exact same drug. Different dosages, but the exact same drug.
Through different packaging, people would buy them as two different products, to solve two different problems—”I’m itchy” versus “I can’t sleep.” This applies to your work, too!
Look at Your Agency’s Packaging
Look at your agency’s services. Are you packaging them the right way? Does your marketing language resonate with your ideal clients? [Read more…]