EPISODE 111: 4 BUSINESS LESSONS I LEARND IN MY 20S SELLING SHAMPOOS AND SKIN CARE PRODUCTS
Today we’re continuing with the Recession Series to help your online business during this financial crisis.
On today’s episode, I want to share the 4 business lessons I learned selling shampoos for companies like Unilever and Procter and Gamble. These are business lessons that I still apply to my online business and you can apply them to your business as well.
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"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."
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Topics Discussed In This Episode:
- How companies like Unilever and Procter & Gamble market their products
- The importance of researching before launching
- Creating magical moments to build intimate emotions to a brand
Hey guys, welcome back to this week’s episode of Hack Your Online Business podcast recession series episode. On today’s episode, I want to share the 4 business lessons I learned selling shampoos for companies like Unilever and Procter and Gamble. These are business lessons that I still apply to my online business and you can apply them to your business as well.
So here’s the backstory of how I got started in marketing and advertising. 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 on this episode.
Now before we go on, if you haven’t already left a review for the podcast on Apple’s iTunes, I would really appreciate it if you could let me know your thoughts about today’s episode by leaving the show a review. It would mean so much to me. Now if you leave a review, take a screenshot, tag me on Instagram @thisischrystan and I’ll be sure to give you a shout out on the next episode.
Now let’s talk about the first lesson that I learned selling shampoos and skin care products. 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. Other shampoos that target the same audience would talk about having beautiful luscious hair.
Head & Shoulders on the other hand 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. They don’t just create one skin care product for wrinkles, hydration, uneven skin tone, dry skin, oily skin and so on.
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.
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.
And when I look at 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.
So ask yourself, how are you creating magical moments and personal touchpoints in your business so that you’re not just selling but you’re creating an emotional attachment to your brand and to you?
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.
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, multiple products to help deal with wrinkles.
So if you were initially thinking ok I need an anti-wrinkle cream, you go to the stores and then you see the entire suite of anti-wrinkle products and how they recommend that you use the cream first then the serum then the mask, you’re going to end up walking out of the store with more than just the anti-wrinkle cream.
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. And 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.
So as you are selling your offer, your course, your membership, your service, 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, maybe it’s a guide, maybe it’s another course, or a 1-on-1 call with you. There are many things that you can stack on your existing offer.
The fourth business lesson is the importance of doing 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.
Now of course you and I, we don’t have the vast research abilities of companies like Unilever and Procter and Gamble. However, 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.
So I hope you find this episode very useful. Now don’t forget to subscribe to this podcast so that you don’t miss my weekly episodes and more upcoming Recession Series episodes.
Lastly, go connect with me on Instagram. I’ll love to get to know you and your online business. You can find me on Instagram at @thisichrystan, send me a DM and tell me you listened to this episode.
Anyway thank you so much for listening to this episode. Please leave us a review if you have not already, it means the world to me. Alright guys, talk to you soon.
Thanks For Listening, My Friend!
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