How do companies who must market unpopular things (i.e. funeral services and medical equipment) survive?

min read
Opinions expressed by Entrepreneur contributors are their own.
You are really asking about selling these two examples, not marketing them.  The marketing plan would include advertising, media placement, etc.

Don't assume that because a product doesn't have sizzle or sex appeal that it is unpopular.  You gave two very different examples, but the answer holds true for both of them -- they both provide a very necessary service.  The sales positioning for either of them would emphasize the importance of the service, extreme customer care/service and quality of all the components of the product.

For the funeral services you would emphasize compassion, seeing to all the details thoughtfully, and professionalism.  For the medical equipment you would feature expertise, quality of the machinery, and attention to details.  These are very similar selling points.

In any situation the customer wants to feel their needs will be met by thoughtful service and product expertise ... exciting product or not.
More from Entrepreneur
Our Franchise Advisors will guide you through the entire franchising process, for FREE!
  1. Book a one-on-one session with a Franchise Advisor
  2. Take a survey about your needs & goals
  3. Find your ideal franchise
  4. Learn about that franchise
  5. Meet the franchisor
  6. Receive the best business resources
Use code MARKET2021 through 4/24/21 to save on 12 marketing books for entrepreneurs that are recommended by entrepreneurs:
  • Digital Marketing Handbook
  • No B.S. Guide to Direct Response Social Media Marketing
  • Ultimate Guide to Youtube for Business
  • And more
Try a risk-free trial of Entrepreneur’s BIZ PLANNING PLUS powered by LivePlan for 60 days:
  • Get step-by-step guidance for writing your plan
  • Gain inspiration from 500+ sample plans
  • Utilize business and legal templates
  • And much more

Latest on Entrepreneur