Some products, like the hottest tech gadgets or children's toys, practically sell themselves with their mass market appeal. Other products – the less exciting ones that don't get a lot of media hype – require considerably more effort when it comes to successfully market them.
Selling an "unsexy" product can be a difficult task but it's certainly not impossible. Every product out there appeals to someone; it's your job as a marketer to find that someone and educate them about what you offer.
We asked a panel of Forbes Agency Council members for their tips to make your "ugly duckling" product look like a "swan" when you market it.
1. Tell A Genuine, Compelling Story
The best marketing, for sexy products or not, happens when there is a genuine, compelling story told. Talk about where the idea came from, the process in which the product is crafted, who is a part of creating and building the product, how customers affect product innovation, etc. Any product can have an interesting story and that is what drives people to action and keeps them coming back. - Vinny La Barbera, imFORZA
2. Find The Emotional Trigger
No matter how "unsexy" the product, there is still an emotional reason behind its purchase. A pen, for instance, is inherently boring. But the possibilities of what can flow out of that pen – a love letter or a bestselling book – is a richer, more emotional territory in which to play. Find that emotional reason and play it back to your consumers at every touchpoint possible. - Jess Cook, TMV Group
3. Remember The Fundamentals Of Marketing
B2B or B2C, flashy electronic gadget or boring industrial widget, we're selling to a human with an emotion and a desire to fulfill a need. If your product or service fits the bill, you need to get an advertisement in front of them and trigger them to buy. The fundamentals of marketing are the most important things to keep in mind. The product is secondary. - Jordon Meyer, Granular
4. Show The Solution Your Product Provides
My best piece of advice when trying to market a product that doesn't have the industry-needed "sexy" appeal is to go for the solution. Feature a campaign on how your product solves a problem for the end user. How can it make the end user's life better, faster, easier or remove pain? Provide the best solution and win the user. - Kim Plyler, Sahl Communications Inc.
5. Understand Your Audience And What Aspects They'd Find Appealing
Just like every person is beautiful in their own way, the same thing goes for products. If it isn't eye candy to some, it may be more emotionally or functionally beneficial to others. Make sure to keep it real and understand your audience. Selling a military jeep to a BMW fan isn't going to end well. - Omar Jenblat, BusySeed
6. Find Your Point Of Differentiation
Selling benefits will certainly speak to the customer, but how does your product stand out in the pack? Differentiation is a key marketing factor. Are you factually better than the rest? Arguably the best? If you can identify and capitalize on your brand or product's strengths over the competition, you'll entice your customers with an important and strong advantage. - Carm Lyman, Lyman Agency
7. Discover What 'Sexy' Looks Like For Your Target Market By Asking Questions
It's the responsibility of the savvy marketer to discover what "sexy" is to their target. Every product can be positioned and messaged in a way that resonates with the target audience and differentiates itself from competitors. Our job is to do the research and ask the target the right questions so we can discover the hidden "sexy" of every product. - John Gumas, Gumas Advertising
8. Educate Users And Help Them Engage With It To Discover Its Value
Focusing on the users of the product will shed helpful info to interested users. Not every product is going to be considered sexy, especially in the B2B space. We find that there are always users that need to know more to help them engage with a product, so market it like you're educating someone and provide insight. Your users will be glad you did. - Lee Salisbury, UnitOneNine
9. Create A Brand That Produces The Market Perception You Want
Focus on creating a brand, not marketing a product, and you can create the market perception you want. Case in point: Geico doesn't have a sleek product, but they have some of the best marketing campaigns. E-Trade is another great example of a concept that was made cool through creative branding and messaging. The key is to use your brand's unique personality to fuel your marketing strategy. - David Shadpour, Social Native
