Whether it’s on the web, in print or on video, it often seems that the point of marketing communications is to leverage that 2% difference between a client’s product and his competitor’s, so that your client can wring out an extra 1% of market share. (I’ll pause as you try to wrap your mind around my English-major’s grasp of statistics.)
But what if there’s no difference? No patented process, no unique carbon micro-fibers, no bitchin’ flame decals on the side. What if the competition is putting out the exact same product? Not possible, you say?
Welcome to the world of Old West replica guns; replica Colt .45’s, replica Winchester ’73 rifles, and so on. Now, there are several companies producing these replica guns that, by definition, are exactly alike. So how do you market them? And what if your writer (me) has never held a gun in his life?
The answer, as always, is research. Who is your audience? It turns out, there is this entire subculture of dudes who dress up like cowboys on the weekends and have shootin’ matches. And, yes, their wives dress up as saloon girls. These guys are committed shooters and old west enthusiasts. So, it makes sense that they’re looking for a gun that’s not only well made, but also authentic. Second, just as important as the gun is the entire frontier culture. And here is where I planted the flag. I was determined to sell the romance of the Old West better than anybody else.
Of course, I didn’t do it alone. The executive producer and sales rep were both big-time gun freaks. Their technical knowledge was vital, and allowed me to concentrate of spinning the Legend of the Old West. And the graphics are really evocative. Anyway, take a look here, * and give me your thoughts.
*Well, shoot! (hey, good one!) They discontinued the line! You’ll have to make do with a brochure I wrote for them it’s on p.36 of my Print Samples.
Bravo, Lively… nicely done!
Just took a look and… even though I’m no cowboy (never could stand those smelly beasts)… you had me reaching for my cc to get my own authentic piece of the Wild West 😀
Boys and girls, pay attention, as this is an important part of what we do for a living. If you can’t find the one thing about your client’s product that makes it better, find the one thing that will make it different – even if you know nothing about the market, a little extra research goes a long way.
Remember the famous Schlitz campaign…
The beer was beer, no better or worse than any other on the market; and the writer hadn’t a clue how to make the company stand out from their competition.
On a tour through the brewery the writer was awed by the bottle sterilisation process, figured others would be as well (not knowing that all beer bottles went through such a process, as it had never been mentioned before), and thus decided to sell Schlitz beer as being “Washed in live steam” – a brilliant move to be sure, as Schlitz sales skyrocketed!
That cluelessly brilliant writer? The now legendary Claude Hopkins. Hmm… could this be a sign of the future for our young Mr. Lively? 🙂
Just goes to show what that little bit of extra effort into your research can accomplish.
Bravo again, Lively, on the site and on your newfound fame on the front page…
Seeyasoon 😉
T.C.
The Copywriter does go on, doesn’t he? You have to admire somebody that can conjure Claude Hopkins out of thin air!
His congrats are referring to this blog being the “featured copywriting blog of the day” on WordPress. This is a distinction that puts me in mind of the union rules at the Springfield Nuclear Power Plant, which state that “each employee, regardless of incompetence or rank odor, shall have a turn as employee of the month.” Still, in a business where you don’t get “featured” for much of anything ever, it’s kind of cool.
Thanks again for the comments, TC!
I like guns.