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Embarrassing products—the bane of marketing. Many marketing campaigns for embarrassing products, such as intimate care, adult diapers, condoms, or hemorrhoid cream, feature a humorous— if outdated —approach to draw in customers.
Humor is always good, since it brings attention to the product in an approachable way. But it doesn’t need to be that cookie-cutter and old-fashioned. Often, the key techniques for marketing embarrassing products involve creativity and paving the way for people to speak comfortably and openly about the problem.
Here are seven things I learned from marketing a product people are too embarrassed to talk about.
1. Root the story behind the product or company in a personal experience
Marketing an uncomfortable product is, well, uncomfortable. Coming at people with something embarrassing can be off-putting, so consider telling the story from your personal experience. People who can relate will silently agree and listen to what you have to say. The people who can’t relate will ignore you, but they weren’t your target audience anyway.
Maybe you created an all-natural, extra-strength deodorant because you were tired of your own body odor. Maybe you had one too many embarrassing intimate situations and sought to find a solution for removing butt hair. Take what’s embarrassing and lean into it.
2. Do not use statistics or traditional pitch methods
Traditional marketing has its place in modern marketing, but maybe not for uncomfortable products. People don’t want to be sold to, especially when it’s embarrassing. Ditch the scare tactics, statistics and salesy content and get real with your audience.
The last thing an embarrassing product needs is a stiff, traditional advertising pitch. Your idea is out of the box, so don’t … Read More
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