Struggling to Sell a 'Boring' Product? Here’s the Fix You Need

Subject: Need Your Help with a “Boring” Product

"Hi Deanna!

...I’m Lisa, one of the co-founders at XXX XXXX. I was reading your blog the other day, and your suggestion sparked a thought.

Our product line sales are steady for the last several year (even during Covid!) but a new addition, our AquaShield Pro version is not selling the way we thought it would (and depended on).

I heard you when you said "Sell the Sizzle, not the Steak", and focus on what problem the product solves over the description. This product is kinda boring - but necessary! - but boring. Can you help me understand what my sizzle here is?"

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Dear Lisa:

And I hear you. Selling something low on the excitement scale can be challenging.

So, my thought again here is that people don’t care about the product itself; they care about what it does for them. They’ve got problems, and if you can show how the Aqua Shield Pro solves them, you’re halfway there. (I will say that the product name gives me no idea what it is. In your marketing content, be sure an identify it clearly, like "Premium Water Filtration" and "Your First Line of Defense Against Water Contaminants" words that clearly states that it's a high-quality filtration system.)

The model itself is not shiny, but what it provides is important - relief from worry, guaranteed clean water, inexpensive solution to a huge problem. The real point to address is that Nobody wants to deal with contaminated water that leads to health risks, plumbing failure, jeopardy to products made with your water, etc.

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Consider the simple box fan. You know that ugly, basic box fan sitting in the corner? The one you never really notice because, let’s be honest, it’s not exactly winning any style awards

It’s the kind of thing you forget you even own until the heat starts cranking up, and suddenly, it’s your daddy.

!!!TRIGGER WARNING COMING UP - DO NOT WATCH IF LANGUAGE SENSITIVE !!! Wet Ass Hour from Sea of Love

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Your angle should be talking about your boring product - this model - is kind of an insurance policy against experiencing negative results. For your B2B (business to business) clients, point out the risks and the solution: “Imagine no more worrying about unexpected breakdowns due to poor water quality. Aqua Shield Pro, your workhorse water cleaner.”

Write your content around real stories. For a B2C (business to consumer) customer, that could look like: "After weeks of dealing with sediment and iron in their well water, coping with stained clothes and linens and undrinkable metallic tasting water, the Masons installed the Aqua Shield Pro. Overnight, they went from rusty water to crystal-clear, great-tasting water that’s safe for their clothes and their kids. One less thing to worry about!"

Keep your language simple for both audiences - they don't care about the tech, they want to clearly, quickly understand “It cleans your water dependably, year after year. Install it and forget it."

The clearer, the better.

If you have testimonials or case studies, of course provide those, and start thinking about a clear CTA (call to action) you'd want to use (B2B: "Protect Your Equipment for Less—Upgrade to the new Aqua Shield Pro for Reliable Water Quality!", B2C: Ready for Better Water? Grab the Aqua Shield Pro Filtration Unit for Cleaner, Safer, H20. Fast Installation, Drink cleaner tonite!")

I hope this has been helpful to start refining your website messaging!

(I'd be interested to know what type of messaging you have going on for social channels, what and how you advertise to industry, what your collateral and images look like and thoughts about how your website is set up the way it is...Curious minds want to know!).

I'm happy to go for a deeper dive, and start prioritizing action. Let’s turn this thing around and have ASP leading your sales and bringing in new clients for other products.

This was fun!

Deanna

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