What a razor blade can teach you about marketing your business

I found an ad that I think is SPECTACULAR and is something that I think teaches a lot about how to effectively market a small business' products/services.

Here is part of the ad I found.



This is an ad that was run by Proctor and Gamble to sell razor blades and other shaving accessories.

The obvious thing to do for most small business owners would be to present the "Features" of your product:

• Our razor has 5 blades instead of 3
• Our razor has a silver handle
• Our razor has a silver stand

These are the Features of a product.  Features are BORING!  When Proctor and Gamble decided to write this ad, they instead decided to focus their marketing efforts on the BENEFIT of using their products in a very clever way!

The headline they chose was this:

I will teach those less smooth then myself the path to smoothness

They are focusing on the end result.  Smoothness. That's what razors do.  Make your face smooth.  However, there is also an hidden message there...communicated as a double entendre.

The word Smoothness has several meanings in this context:

1. A person could have a smooth face from the result of a good shave
2. A man can be smooth in his interactions with women

Ultimately, one of the core desires of a man who wants a good shave is the opportunity to impress the ladies and have opportunities for sex & romance.

Your product or service doesn't necessarily have to appeal to the sex drive of your customers, but there are two lessons to be learned here that will help you to be more successful in your marketing efforts:

1. Focus on the BENEFITS your product or service offer and you'll make more sales
2. Your Benefit can be more then just the obvious...by changing your message in subtle ways, you can make your message much more important to your customers!

I hope you learned a lot and I would love for you to share other interesting examples in the comments section of this blog!

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