Way before I started Chrys Media and Hack Your Online Business, I worked in one of the largest ad agencies and some of my clients were Unilever and Procter and Gamble.
Across my 20s, I sold things like Head & Shoulders shampoos and Olay - which is a skin care brand. And because I spent so many years working on marketing these brands, and seeing a little of how Unilever and Procter & Gamble work behind the scenes, it has taught me business and marketing lessons that I want to share with you.
Lesson One: A Target Market For Each Offer
One thing that you likely have noticed with companies like Unilever and P&G is that each product that they sell is hyper-targeted to a specific type of person.
Even though these are mass market products that are found in general supermarkets, each of these products are marketed to an ideal customer, and you can see this in the ads that they run.
For example, Head & Shoulders targets the middle class as their customers. The biggest selling point about Head & Shoulders is the anti-dandruff message, while other shampoo brands that target the same audience would talk about having beautiful luscious hair or organic ingredients.
Head & Shoulders would always bring the message home about dandruff in their ads. In their ads, it’s always the shampoo for dry, itchy and sensitive scalp, for relief against dandruff and also for severe scalp conditions.
Another example is Olay, they are one of the world wide leaders in skin care products. We would have Olay products for women in different age groups with different skin concerns. Olay does not create just one skin care product for wrinkles and hydration and uneven skin tone and dry skin.
Each Olay product has a specific target audience and in their ads, they call out that specific woman and the specific problem.
So the first business lesson here is you got to make sure that you have a specific target market in mind for your offer. If you have different target markets, then you might want to create different offers for each target market.
If you’re trying to sell your offer to a wide variety of people with different needs and different problems in life, you would not be able to talk about the offer and the transformation in a way that would speak to any one of them.
The more generic your message gets, the more generic your ads sound, the more generic the copy on your website is, the less impactful it feels when someone sees or hears your message.
Lesson Two: Create Magical Moments With Your Brand
The second business lesson is about creating magical moments. Moments that bring together a community, or there’s a story associated with it. One thing that we would often do in our marketing for Head & Shoulders or for Olay is we would create some version of a magical moment.
It might be a story of a transformation in an ad. It might be running a local event and bringing together our target market to experience the products. So even though we are essentially selling shampoo and skin care products, we add on the magical moments so that the customers have a greater emotional attachment to the brand.
With my own online business and my clients’ online businesses, what we’re always trying to do is to create some kind of magical moment with their target audience so that they’re not just selling and saying buy my offer, but there’s an experience that comes with interacting with each of our brands.
One way I do that in my business is to share about my own personal journey and how that led me to starting Hack Your Online Business. My personal stories are one aspect of creating a magical moment with you.
A client of mine creates her magical moments in her Facebook group. That is where she brings together her community and nurtures that community through stories, and freebies and challenges and so on.
Another online entrepreneur that I know runs a very tight knit community of digital nomads. And he builds that magical moment with his community through his weekly YouTube videos and his very personal blog posts that breaks down his travels to his income and so on. His community is emotionally attached to him and his brand.
Lesson Three: Maximize Profits By Cross-Selling
The third business lesson I learned is maximizing on profits by cross-selling. If you shop for an Olay product for wrinkles, for example, you would realize that there’s a cream, there’s a serum, there’s a mask. There are multiple products to help deal with wrinkles.
If you go to the drugstores, you will see an entire suite of anti-wrinkle products. In fact, the beauty companies often recommend that you use their entire range of products for maximum effect.
By doing so, they are increasing the cart value of each customer, and that is what we want as well.
I have a client who does 1-on-1 astrology consulting calls. And we were trying to see how we could increase the cart value of each sale, and so what I realized was that she would send out these beautiful PDF notes of each person’s session.
And for me, that was the no-brainer cross sell that we could easily get started with. Instead of giving that away for free, now we would charge a small premium for it.
Because her clients loved the consulting with her and wanted to remember all the things that were shared on the call, a huge percentage ended up purchasing the PDFs.
As you are selling your offer, ask yourself what can you do to cross sell something else that is similar to your main offer and would help to increase the value of each customer. Maybe it’s a PDF, a guide, another course, or a 1-on-1 call with you. There are many things that you can stack on your existing offer.
Lesson Four: Do Your Research Before Launching
Brands like Head & Shoulders and Olay never launch a new product without first doing months of research and surveys.
Procter and Gamble and Unilever spend so much money on research because they cannot afford to create a product that no one wants to buy or need. They have research departments just to make sure that every single feature or messaging or ad copy has gone through rounds of market research and feedback.
While you and I don’t have the vast research abilities of companies like Unilever and Procter and Gamble, we can still do a lot of market research before we even launch an offer.
In fact, before a launch, there’s a pre-launch period, but there’s also a pre-pre launch period where you spend time researching your market, understanding their struggles, their needs, and what they would think of your offer.
You can send out surveys, ask in Facebook groups, see what search terms people are searching for on Google, ask your target market if you have access to them.
And I have made this mistake myself. I presume to know what my target market needs and wants, and I end up creating or selling an offer that no one wants to buy.
So always remember that it is important to do your market research before you create any new offer or even a new online business. You don’t want to waste time and money creating something that no one wants or needs.
ABOUT THE AUTHOR
Chrystabelle is the founder of Chrys Media, a Facebook Messenger marketing agency focused on helping high-ticket service based businesses get more leads, engagement, and increase sales with Facebook Messenger marketing. She is also the host of the Hack Your Online Business podcast.