Those Difficult-to-Market Products: Focus on Your Heroes First

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“dog wearing Superman costume” by Elias Castillo on Unsplash

I recently spent some time with a client in the health and beauty sector who had an interesting problem. Their business had three main product lines — well-being, cosmetics and, well, I don’t really want to mention the third, as some people might find the subject rather awkward to talk about (nothing sordid or unpleasant). This was their problem — while the first two product lines were incredibly easy to market via email and social media, it was extremely difficult to start a conversation around the third.

As a result, any social media activities relating to this “difficult” product line were very much broadcasts rather than a two-way conversation — which is what social media marketing is all about, really.

Difficult Question

While the company was having some success with content marketing generating eCommerce sales, it struggled to build a significant email subscriber list because the company felt that people just did not want certain product types popping up in their email inbox.

The question they had for me was simple: How do we build engagement when nobody wants to (publicly) admit to having a need for the product?

Give Up

For this client, the answer was simple: Don’t bother.

While this might sound a little defeatist, there is method in my madness.

Instead of “flogging a dead horse” and trying to force engagement, why not focus on the two other product lines that don’t have any problems when it comes to creating engagement?

And while you are busy promoting these popular lines, add a second, subtler CTA for the equally useful but less “socially accepted” product line. This could be a link or a thumbnail image at the bottom or side of an email campaign. It’s not that people don’t want or need these products — they just want a less public route to them.

Relevant Products

My client was fortunate in the fact that their three product lines had a good degree of crossover appeal and would, therefore, be relevant to the majority of their customer base. While this principle will work for many different businesses, it will not work if there is no tenable link between products.

Could focusing on your hero products first give you the opportunity to subtly open the door to your less easily marketed products or services? Share your comments below:

This post first appeared on the iContact Email Marketing Blog.

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Marketing Strategist, Author of #BecomingTHEExpert, Content Marketing Trainer, and Cyclist. Check out my author profile:

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