I’ve recently been listening to and reading a lot of Seth Godin. I love the way he does effective direct marketing without any “make $43,994 tomorrow” or “retired management guru reveals…” hype.
To be completely honest, not much new stuff is being said about marketing. Really anything you’ll ever read about marketing by pretty much anyone (incl. me) is the old Hopkins wisdom repackaged for a modern day or with more detail. So there’s no new things discovered about marketing or human nature.
Whatever you read about marketing or human nature is the same old truths with more specificity or adapted to modern times. So why read anyone’s blog and why buy any marketing book but Scientific Advertising?
By that I don’t mean the cardboard your book or course comes in—I mean the way your brain takes in the information.
Seth Godin communicates mostly through stories which fit perfectly to what he wants to say and makes a giant impact that way. Others tell you how rich they are and make you feel like just buying this 10th upsell of theirs will make you just as rich.
But packaging isn’t only important for marketing experts. Packaging goes much deeper—because any offer you make is “packaged” in one way or another.
Imagine you’re a coach and you know everybody you work with experiences a positive life transformation. Now you want people to attend your seminar so you can help even more people than you can work with one on one.
You could describe the seminar as a “seminar with multiple workshops which aim to…” and lull your reader into sleep.
Another option would be to package your event as a “3-day journey for long-lasting life transformation”.
Depending on the audience, example 2 would most likely be much more appealing to most people—because it’s NOT the same as everyone else.
Another example: Adidas has a shoe which promises to help you run faster and more comfortably. They could’ve named said shoe any boring model number like NB-142 or whatever. Instead, it’s called “Ultraboost”—which tells you what the shoe is all about.
Now, from this article so far, you might think packaging is mostly about naming. It’s not. Packaging is also about product strategy.
To go back to the personal development seminar example, you could decide different things:
Will you provide food?
Will you provide housing?
Where are you holding the seminar?
Are you there or are your employees holding the seminar?
All these things turn your event into something different. Just imagine the difference of holding the seminar at a luxurious hotel vs. a rural cottage you rent out. All that’s packaging—because it changes the image your offer creates in your prospect’s mind.
By now you probably get the point, so let me just remind you: If you need help with your copy and marketing strategy, don’t be shy and send me an email at firstname.lastname@example.org with what I can help you with 🙂