Monday Memo (On A Tuesday)

A Byte of Knowledge

Don't bash your competitors.

Here's why...

When you bash the competition, you're basically telling your prospects, "You're an idiot for using their product!"

Bad idea.

People hate feeling stupid. It's a huge blow to the ego.

And when you insult their intelligence like that, they might resent you for it.

Even if they don't consciously realize it.

Instead of being open to hearing about your product, they'll be closed off.

And you'll lose the sale before you even get started.

The smarter play?

Acknowledge that your prospect had the right intention when buying the competing product.

Show some respect for their decision.

Then pivot to why your product is different and better.

This way, you're not invalidating their past choices, but inviting them to make a new, better choice with you.

No bashing required.

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Something to Ponder

Are you REALLY focused on your reader's deepest desires?

Or are you too busy thinking up clever ways to pitch your product?

Cause even the best of us fall into that trap sometimes. We're thinking like a fisherman, not a fish.

But here's the thing - people don't care about your product. They care about their problems.

So if you want your copy to hit home, you better know EXACTLY what keeps your reader up at night.

Forget about your agenda. Step into their shoes instead.

Zero in on their #1 craving - and show 'em how your product scratches that itch like nothing else can.

Cause when you prove you've got the solution they've been longing for...

That's when your copy gets devoured hook, line, and sinker.

As the legendary Gary Bencivenga says: “Think like a fish, not like a fisherman.” 

We Asked – AI Answered

Our Question: 

"In the 1970s, Alka-Seltzer famously doubled its sales by encouraging consumers to use two tablets instead of one in its "Plop, plop, fizz, fizz" campaign. What are some other examples of companies successfully increasing consumption of their products through effective marketing?"

ChatGPT's Answer:

Examples of Companies Successfully Increasing Consumption Through Marketing:

1. Procter & Gamble (P&G) and Toothpaste

• The Strategy: In the 1950s, Procter & Gamble introduced the idea of "rinse and repeat" for their shampoos, but the more impactful consumption increase came with toothpaste. They began recommending using more toothpaste per brushing and brushing twice a day.
• Execution: Advertising campaigns and packaging subtly suggested that a longer strip of toothpaste should be used on the brush. This not only normalized a higher quantity per use but also positioned brushing as a twice-a-day habit.
• Outcome: According to studies from the era, the average toothpaste consumption per person doubled within a decade. P&G capitalized on this, making it a standard practice across the industry.

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2. Coca-Cola and Packaging Sizes

• The Strategy: Coca-Cola experimented with different packaging sizes to increase per-capita consumption. In the 1980s, they introduced larger bottles and the 12-pack, which encouraged consumers to buy more Coke at once and therefore consume more over time.
• Execution: By shifting from smaller glass bottles to 2-liter plastic bottles and multi-packs, they capitalized on the convenience factor. This was also accompanied by campaigns encouraging sharing with family and friends, increasing the total amount consumed.
• Outcome: This change in packaging led to a notable increase in Coca-Cola's sales. From 1980 to 1990, per-capita consumption of Coca-Cola products in the U.S. increased by more than 10%, largely driven by these new formats.

3. McDonald's and Supersizing

• The Strategy: McDonald's introduced the concept of "supersizing" in the early 1990s. This offered customers the option to increase their meal size for a small additional cost, encouraging greater consumption.
• Execution: The supersize option was prominently featured in menus and advertised as a value-for-money deal. The psychology behind this was simple—consumers perceived they were getting more food for only a slightly higher price, making it an easy decision.
• Outcome: Sales data from the 1990s showed that McDonald's saw a significant rise in average order value due to supersizing. Although they eventually phased out the option due to health concerns, it remains a classic example of successfully driving up consumption.

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Thanks for reading the Monday Memo.

Until next time!

The AI Marketers

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