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Hey it's Marie Forleo and you are watching MarieTV, the place to be to create a business
and a life that you love. And you know what? A while back we tested out a new segment here
on MarieTV called Love Your Branding Baby.
In this segment we highlight a brand that just gets it. From their design to their messaging
all the way through to the product. And today we are highlighting a company that is making
a huge stink in the marketplace, yes, I am talking about the miraculous Poo-Pourri. Now,
while I could go on for hours deconstructing all of the things Poo-Pourri is doing right
because I love them so much, we're only gonna focus on 3 smart strategies so that
you can take these ideas and use them in your business.
Smart strategy number one is know your poo crew. So remember what I've been teaching
you here on MarieTV for ages? If you're talking to everybody, you're talking to
nobody. Now, in theory they can market to everyone since everyone poo's, but they don't.
They're smarter than that. They know exactly who their poo crew is. Take a look.
From their visual assets to their copy they talk directly to a glamorous or glamour appreciating
youngish woman who thinks poop is hilariously funny. (-I mean, who doesn't? Right, ladies? -Oh, that's right. -That was funny.)
Here is a subtle but advanced poo crew targeting technique that is really worth paying attention to.
Take a look. They never waver from talking to this one woman.
Yes they have products for guys, yes they have products for parents, and yes they have
products for pets. Check it out. Pooch-Pourri.
But they didn't say, “Oh wait, let's make her a 40 something mom with teenage boys at
home.” No. They stick to this one silk robe wearing customer and they rely on her to spread
the word to the pepperoni loving frat boys down the street. Now, you should be asking
yourself, do you know who your poo crew is?
Smart strategy number two, don't give a crap about everybody else. I mean, not many business
owners have the courage to have a brown trout lying at the bottom of a bowl on their homepage.
Why? Because a lot of people could get offended by something like that. But not Poo-Pourri,
they think all those people can just go flush it.
Poo-Pourri is practicing what I lovingly call sales prevention, so they are repelling the
people that would be truly stinky pains in the butts anyway. They don't care about not
being liked, they poop on that idea. They're going for the person who's absolutely gonna
love seeing a cartoon dookie surrounded by fumes and toxic skulls.
Bottom line, and yes it's a tweetable.
“If you want a fresh brand, don't give a crap about someone who thinks you stink.”
Smart strategy number three is spray your brand's scent everywhere. Now, here's
the good news: all of us have so many opportunities to create an outstanding customer experience,
but the bad news is most of them go overlooked and left hanging there kinda like dingleberries.
So let's take the FAQ page for instance. Most people think of the FAQ page as kinda
like the buttcrack of their site, a place that nobody looks. But I gotta tell you, you need to think again.
What I love about Poo-Pourri is they never miss an opportunity to pile on the personality.
And nowhere do they shine brighter than in their copy, the words they use throughout
their site. Especially in places where the sun usually don't shine.
Here are two examples of about a bazillion.
First, check out their stink-free money back guarantee. So this line does double duty:
it's funny and it's clever, but it's also a mnemonic device, which is brilliant
marketing. Research shows that rhyming phrases are perceived as more truthful and accurate,
which can mean the difference between gaining a sale and losing a customer.
Number two, check out their FAQ page. Now, you really do have to read the whole page
because it's hilarious, but this is the line that really stood out to me: “Q: A
trustworthy friend swore to me that Poo-Pourri is made of four parts Atlantis salt water,
2 parts Bermuda Triangle air, and one part unicorn pee. Is that true, or do I need a
new friend?” A: “Do you smell that? It's your friend's pants on fire. Though its
powers may seem magical, Poo-Pourri is the real stink fighting deal.”
As you can see, they do an outstanding job with their copy. It's all on brand and it's
smeared everywhere. Now, copy is one of the things that I love most in the world and,
as you can see, Poo-Pourri does an incredible job. They're really a brilliant example
of how powerful the right words can be. Now, unfortunately this is a place where a lot
of business owners struggle, so if you want to learn how to inject more fun into your
copywriting come on over and visit TheCopyCure.com. I would be happy to help.
Now, these three strategies are just the turtle head of what Poo-Pourri is doing brilliantly.
Now, Poo-Pourri, if you're listening, here's a tip from 1991. We think you should make
this your phone number.
It's time to turn the focus back to you. Now, as always, insight without action is
worthless. So which one of these three smart strategies do you need to focus on in your
business and what's one action you can take right now to bring it into life? Now, as always,
the best discussions happen after the episode over at MarieForleo.com, so go there and leave your comment now.
Like this video? If so, subscribe and share it with all of your friends. And if you want
even more great resources to create a business and life that you love, plus some personal
insights from me that I only get to talk about in email, come on over to MarieForleo.com
and sign up for email updates. Stay on your game and keep going for your
dreams because the world needs that special gift that only you have. Thank you so much
for watching and I'll see you next time on MarieTV.


Marie TV 大品牌就可以聞到萬里客 (Great Branding You Can Smell From Miles Away)

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稲葉白兎 發佈於 2014 年 9 月 5 日    Steven 翻譯    Sally Hsu 審核
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