The company had created a basic probiotic formula and added, among other things, some green tea. To their internal marketing department, this would be a small product – easily under $10 million.
But they were finding it hard to achieve that modest goal… bland labeling and high price were a hard sell.
What to do next?
WARNING – if you’re not a marketer, when I tell you the ‘simple’ change that turned this product around, you’ll say: “That was easy, anyone could do it, no big deal.”
If you are a real marketer, you’ll say: “Why didn’t I think of that… it’s an elegant solution and a VERY BIG DEAL!”
The solution? Take the probiotic that also helps with weight loss and turn it into a weight loss pill that also takes advantage of probiotics. That switch in emphasis made a multi-million dollar difference.
”But nothing the copy said could convince her and so it didn’t take long until a few insidious Copy Writers ambushed her
Robert JohnsonThemeNectar
