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Writer's pictureJohn Brandt

Aussie secrets to consumption

Most marketers neglect the consumption side of their job like most Americans neglect physical fitness. But a marketer who isn’t at least thinking about the consumption of the products they market is a tell-tale sign of an amateur. 


Why?


Because products that don’t get consumed don’t get purchased again. That means that customers don’t become repeat customers. And without repeat customers, you best have a damned good marketing and lead gen strategy. 


In other words, a marketer who ain’t worried about consumption is a marketer that’s gon’ be looking for a new gig soon. 


Now, there are plenty of ways to inspire consumption. Some are easy, some are hard. 


Consumer goods like coffee, for example, don’t need much of a marketer’s influence to get consumed. Courses are a little trickier. PDFs even more so. 


While I can’t say for certain, methinks this is a big reason why Ben Settle decided to turn all of his courses into physical books several years ago. Books are more likely to be consumed than a PDF hiding deep in your downloads folder the same way pdf-files hide deep in the recesses of government. 


Anyway, why do I bring this up?


To share a story about an Aussie secret to consumption. 


For this story, we have to shift our focus to Australia’s Big Pharma companies, and to a specific pain-relief pill called Nurofen. 


Here’s what happened: 


Big Pharma, for all their faults (and of which they have many), understands human psychology. And so, they can “tweak” their products to jimmy the placebo effect more effectively. The more placebo effect your customers feel, the better their results, and the more likely they’re to become repeat customers. 


For example, Big Pharma found that red pills are more likely to relieve pain and blue pills are more likely to aid with sleep, everything else being equal. 


But in Australia, for Nurofen, they took this a step further: 


Instead of labeling their Nurofen as Nurofen, they started “niching” down their product. So, when they were targeting women on their periods, they created something called “Nurofen for period pain.” 


This was the same exact Nurofen that was on the shelves before. Same ingredients and all. The only difference was a bit of copy that appeared on the front of the box. 


But here’s where this is borderline evil/borderline brilliant:


The Nurofen for period pain version of Nurofen was more effective at relieving period pain because of the placebo effect. 


And that, my friends, is a brilliant way to inspire consumption of your products. 


Anywho: 


There are a lot of ways to leverage email to inspire consumption too. 


I won’t share all my secrets here—but I will share them with you for a price (wink, wink). 


Hit reply, and let’s jump on a call to see if partnering makes sense.


John

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