Placeholder Image

Subtitles section Play video

  • Hey it's Marie Forleo and you are watching MarieTV, the place to be to create a business

  • and a life that you love. And you know what? A while back we tested out a new segment here

  • on MarieTV called Love Your Branding Baby.

  • In this segment we highlight a brand that just gets it. From their design to their messaging

  • all the way through to the product. And today we are highlighting a company that is making

  • a huge stink in the marketplace, yes, I am talking about the miraculous Poo-Pourri. Now,

  • while I could go on for hours deconstructing all of the things Poo-Pourri is doing right

  • because I love them so much, we're only gonna focus on 3 smart strategies so that

  • you can take these ideas and use them in your business.

  • Smart strategy number one is know your poo crew. So remember what I've been teaching

  • you here on MarieTV for ages? If you're talking to everybody, you're talking to

  • nobody. Now, in theory they can market to everyone since everyone poo's, but they don't.

  • They're smarter than that. They know exactly who their poo crew is. Take a look.

  • From their visual assets to their copy they talk directly to a glamorous or glamour appreciating

  • youngish woman who thinks poop is hilariously funny. (-I mean, who doesn't? Right, ladies? -Oh, that's right. -That was funny.)

  • Here is a subtle but advanced poo crew targeting technique that is really worth paying attention to.

  • Take a look. They never waver from talking to this one woman.

  • Yes they have products for guys, yes they have products for parents, and yes they have

  • products for pets. Check it out. Pooch-Pourri.

  • But they didn't say, “Oh wait, let's make her a 40 something mom with teenage boys at

  • home.” No. They stick to this one silk robe wearing customer and they rely on her to spread

  • the word to the pepperoni loving frat boys down the street. Now, you should be asking

  • yourself, do you know who your poo crew is?

  • Smart strategy number two, don't give a crap about everybody else. I mean, not many business

  • owners have the courage to have a brown trout lying at the bottom of a bowl on their homepage.

  • Why? Because a lot of people could get offended by something like that. But not Poo-Pourri,

  • they think all those people can just go flush it.

  • Poo-Pourri is practicing what I lovingly call sales prevention, so they are repelling the

  • people that would be truly stinky pains in the butts anyway. They don't care about not

  • being liked, they poop on that idea. They're going for the person who's absolutely gonna

  • love seeing a cartoon dookie surrounded by fumes and toxic skulls.

  • Bottom line, and yes it's a tweetable.

  • If you want a fresh brand, don't give a crap about someone who thinks you stink.”

  • Smart strategy number three is spray your brand's scent everywhere. Now, here's

  • the good news: all of us have so many opportunities to create an outstanding customer experience,

  • but the bad news is most of them go overlooked and left hanging there kinda like dingleberries.

  • So let's take the FAQ page for instance. Most people think of the FAQ page as kinda

  • like the buttcrack of their site, a place that nobody looks. But I gotta tell you, you need to think again.

  • What I love about Poo-Pourri is they never miss an opportunity to pile on the personality.

  • And nowhere do they shine brighter than in their copy, the words they use throughout

  • their site. Especially in places where the sun usually don't shine.

  • Here are two examples of about a bazillion.

  • First, check out their stink-free money back guarantee. So this line does double duty:

  • it's funny and it's clever, but it's also a mnemonic device, which is brilliant

  • marketing. Research shows that rhyming phrases are perceived as more truthful and accurate,

  • which can mean the difference between gaining a sale and losing a customer.

  • Number two, check out their FAQ page. Now, you really do have to read the whole page

  • because it's hilarious, but this is the line that really stood out to me: “Q: A

  • trustworthy friend swore to me that Poo-Pourri is made of four parts Atlantis salt water,

  • 2 parts Bermuda Triangle air, and one part unicorn pee. Is that true, or do I need a

  • new friend?” A: “Do you smell that? It's your friend's pants on fire. Though its

  • powers may seem magical, Poo-Pourri is the real stink fighting deal.”

  • As you can see, they do an outstanding job with their copy. It's all on brand and it's

  • smeared everywhere. Now, copy is one of the things that I love most in the world and,

  • as you can see, Poo-Pourri does an incredible job. They're really a brilliant example

  • of how powerful the right words can be. Now, unfortunately this is a place where a lot

  • of business owners struggle, so if you want to learn how to inject more fun into your

  • copywriting come on over and visit TheCopyCure.com. I would be happy to help.

  • Now, these three strategies are just the turtle head of what Poo-Pourri is doing brilliantly.

  • Now, Poo-Pourri, if you're listening, here's a tip from 1991. We think you should make

  • this your phone number.

  • It's time to turn the focus back to you. Now, as always, insight without action is

  • worthless. So which one of these three smart strategies do you need to focus on in your

  • business and what's one action you can take right now to bring it into life? Now, as always,

  • the best discussions happen after the episode over at MarieForleo.com, so go there and leave your comment now.

  • Like this video? If so, subscribe and share it with all of your friends. And if you want

  • even more great resources to create a business and life that you love, plus some personal

  • insights from me that I only get to talk about in email, come on over to MarieForleo.com

  • and sign up for email updates. Stay on your game and keep going for your

  • dreams because the world needs that special gift that only you have. Thank you so much

  • for watching and I'll see you next time on MarieTV.

Hey it's Marie Forleo and you are watching MarieTV, the place to be to create a business

Subtitles and vocabulary

Click the word to look it up Click the word to find further inforamtion about it