In my latest column I discuss marketing tactics – selling who your customer will become, rather than the product itself.
Fun fact, I’ve never smoked a single cigarette in my life! But that doesn’t mean I won’t study marketing strategies from cigarette brands so that I can use them to get paid. Read this and learn too – no smelly breath or dirty teeth necessary!
In 1964, Marlboro had less than 1% of the global cigarette market business when the US Government announced that smoking caused cancer. Marlboro primarily targeted women because their death sticks were milder, aromatic, and less powerful than other brands.
They had very limited budgets and ran marketing ads with hot French girls smoking their cigarettes. Sales of cigarettes were plummeting, and brands were doing and saying anything they could to keep customers smoking. They introduced filters and even went as far as totally denouncing the government’s announcement that smoking causes cancer.
The Marlboro marketing team knew they needed something completely different. They needed to change how people saw their brand. So, they came up with “The Marlboro Man”.
He was a character every man wanted to be like. He was tough, stylish and soon became an icon of freedom and manliness. Men in the 1960’s quickly became fascinated by the Marlboro Man and started buying Marlboro Cigarettes so they could become like him too!
In under a year, Marlboro went from having less than 1% of the cigarette market to becoming the 4th largest brand in the world. So how can you learn from this and apply it to your business?
In all the Marlboro Man commercials, cigarettes were not even the main focus. These adverts were all about showing the Marlboro Man as powerful, hardworking, affectionate and cool. Breeding horses and riding them in the rain. (Like a 1960’s version of me – minus the horse breeding!)
And whilst living life as the dream man everyone aspires to be, he just happens to smoke Marlboro.
The marketing trick here is that Marlboro were selling the outcome, not the product.
It’s no different to a Nike commercial featuring athletes winning instead of just talking about how their trainers last longer and are better made than other shoes.
“Sell who your customer will become if they use your product, not the product itself!”
Matt Haycox
“But Matt, how can I apply this to my business?” I hear you say!
Practical Examples
- E-Commerce: Say you sell electrolytes as a health supplement to aid hydration. Introduce “Electrolyte Matt” who is always bragging about how much sleep and talks about his low stress and anxiety levels, along with his enhanced performance in the gym.
- He has his own Instagram @ElectrolyteMatt and posts videos bragging to all his followers about how amazing he feels because of (insert brand here) electrolyte supplements. If you used this brand of electrolyte supplements, you could be like Electrolyte Matt too!
- SaaS: Say you sell a till systems to bars and clubs, you can introduce Manager Matt to your target audience! Manager Matt is always getting compliments from his boss and seen running the coolest venues with the happiest colleagues. Oh, and he gets a bonus every 6 months! If you use Power EPOS like Manager Matt does, you can be like him too!
- Agency: Say you sell video editing services to business coaches so they can post their content on Instagram which they use to generate more leads. You can introduce Coach Matt, everyone’s favourite business guru who uses your agency to get his Instagram videos edited so he can print money!
The possibilities are endless. You just need to get thinking.
Remember – Sell the outcome, not the product. Show your customers who they could become if they use your product too.
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