How Not to Market Your Product …

Introducing …
Gem Toothpaste.

Your only answer to all
forms of bad breath, oral cancer,
mouth and tooth erosion
.

It whitens your teeth better
and faster than every other
toothpaste in the market
.

This is the only paste in
Nigeria that contains
fluoride for the prevention
of cavities.

Not only that.
It’s the only toothpaste
certified by the Medical and
Dental Practitioners Association
of Nigeria.

Just last year, it attained the
ISO approval as the best
toothpaste in Nigeria…
something Close Up, Oral B
and other rival products
could not do.

So no matter how dirty or
brownish your teeth is,
Gem Toothpaste will
come to your rescue.


you see the sample of
toothpaste advert up there … that’s how you should never promote your product or
service to prospects.

Doing so runs down the value
of your promotion and the
only thing that’ll be registered
in the heads of your prospects
is that your product lacks
substance to cure their pain
points. So you’re trying to
divert attention by focusing
on the shortcomings of
other products.

Instead, just tell them all
the benefits you’re bringing
to the table with your product

Yes, they already know they
have teeth decay. So telling
them in your ad is a waste
of space and making your
prospects to feel irritated by
bringing up unpleasant
imageries.

They may get so pissed they
won’t read your copy again.
Same way I skip gory pictures
on social media , especially
when I’m hungry.

A good salesman must know
how to show the bright side
of their products.

Advertising is all about your
ability to trigger off the emotion
of “need” in your prospects.
You can only do this if you
conjure up positive images
in their minds.

Don’t tell me the man is so
dirty he stinks like sewage.
That imagery is annoying,
and I’ll be throwing away your
copy very fast.

Instead, tell me your body
spray will make me smell
nice for 72 hours.

A good salesman must be
able to master positive
imageries such as sunshine,
beauty, happiness, health
and success that will make
people smile. This will
boost their confidence in
your product.

And if their confidence is
up, you don’t need to bring
it down by using phrases
that show your doubt or
uncertainty about what
you’re promoting.

I mean, if you as the promoter
is showing doubt, then how do
you expect me to totally trust
your product?

If you’ve written so well,
then people will do what you
ask them to do.
Say, “send now for this sample”.
Not ” why do you neglect this
offer?”

But how can you get your ad
to hold people firmly by the
balls and make them to do
what you want?

By comparing the results of
two test campaigns and
knowing what works for you
and what doesn’t. Then stick
with what works.

You must bear in mind that
you will find it difficult to
make this impression on
people if you cannot stand
out from every other salesperson
out there.

You must be unique in the
way you tell your story, how
you use language, emotions
and imageries. You may not
know it, but these create
some form of security in
your prospects.

People feel secure with what
they’re familiar with. So make
your style to stand out.

Do not change the tone
people have known you with –
this is your selling point
which appeals to them.

Everyday, I look forward to
the emails of a guy called
Waju Abraham because I’ve
come to like his tone so much
I now believe all his claims.

Always find a way to introduce
that personality to your Ad, in
order to build a relationship
with the desires of your
prospects.

This is not even a debate.
This is what you must do
if you want to succeed as
a salesperson.

2 thoughts on “How Not to Market Your Product …”

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