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Six Steps to Give a Boring Product Some Buzz

by Jerry Bader  |  
May 8, 2007
  |  15,371 views

Wouldn't it be nice if everyone got as excited about your company as you are? Unfortunately some businesses just aren't very sexy; in fact, some businesses are downright boring.

As a consequence, companies that sell commodity products and routine services tend to rely on presentations that load up on features, specifications, and statistics. Those may be relevant to anal-retentive types, but they're hardly compelling to the vast majority of your audience.

There is no reason why every company can't deliver an exciting image to its audience and generate the kind of buzz and excitement usually associated with companies like Apple, Victoria's Secret, Benetton, Absolut Vodka, and Sony.

It may seem impossible to produce a whole lot of steam for things like sandpaper, accounting services, and facial tissue, but thanks to the Web and its extraordinary ability to deliver multimedia content, even the most mundane offerings can get hearts racing and the blogosphere blogging.

Emotional Experiences Connect


Let's take facial tissue as an example: It is one of the most common, boring everyday products you can imagine. There is just not much you can do to sell this stuff other than telling people yours is softer and cheaper than the other guy's, but then the other guy is saying the same thing. As a result, consumers buy whatever is on sale.

But wait, the clever fellows at Kimberly-Clark instituted a brilliant website campaign for their facial tissue, called "Kleenex—let it out."

The campaign zeros in on the emotional experience associated with why people use facial tissue: to wipe away tears of joy or sadness or maybe to clean-up cute little runny noses—in each case the result of some moving event.


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Jerry Bader is senior partner in MRPwebmedia (www.mrpwebmedia.com), a website-design firm that specializes in Web audio and video. Contact him via info@mrpwebmedia.com or (905) 764-1246.

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