Kick-Start Sales the Easy Way

Play up your product's unique features in your marketing.
1 min read
Opinions expressed by Entrepreneur contributors are their own.

Perhaps the ultimate example of how to turn unlikely features into benefits (and of how to kick-start a stagnant market) comes from the well-muscled folks at Arm & Hammer. Working families had less time to bake, so baking soda sales had been flat for 20 years. One of their ad agency's copywriters (who are paid to explore benefits) considered baking soda's curious and little-though-of ability to absorb odors. Not particularly useful, it had been considered. That changed when this copywriter suggested promoting Arm & Hammer baking soda as a "refrigerator deodorant." You know the rest. At last survey, most U.S. refrigerators contain baking soda. Behold the dramatic impact of an unexplored benefit.

Excerpted from Knock-Out Marketing: Powerful Strategies to Punch Up Your Sales

More from Entrepreneur

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.

Latest on Entrepreneur