Kick-Start Sales the Easy Way

Play up your product's unique features in your marketing.

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

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

Editor's Pick

Everyone Wants to Get Close to Their Favorite Artist. Here's the Technology Making It a Reality — But Better.
The Highest-Paid, Highest-Profile People in Every Field Know This Communication Strategy
After Early Rejection From Publishers, This Author Self-Published Her Book and Sold More Than 500,000 Copies. Here's How She Did It.
Having Trouble Speaking Up in Meetings? Try This Strategy.
He Names Brands for Amazon, Meta and Forever 21, and Says This Is the Big Blank Space in the Naming Game
Green Entrepreneur

A Massive Hole In the Sun May Cause Dazzling Light Show Here On Earth

NASA says the coronal hole could blast the Earth with solar winds as early as Friday. What does this mean?

Business News

The 'Airbnbust' Proves the Wild West Days of Online Vacation Rentals Are Over

Airbnb recently reported that 2022 was its first profitable year ever. But the deluge of new listings foreshadowed an inevitable correction.


How to Detect a Liar in Seconds Using Nonverbal Communication

There are many ways to understand if someone is not honest with you. The following signs do not even require words and are all nonverbal queues.

Business News

These Are the Most and Least Affordable Places to Retire in The U.S.

The Northeast and West Coast are the least affordable, while areas in the Mountain State region tend to be ideal for retirees on a budget.

Business News

American Airlines Sued After Teen Dies of Heart Attack Onboard Flight to Miami

Kevin Greenridge was traveling from Honduras to Miami on June 4, 2022, on AA Flight 614 when he went into cardiac arrest and became unconscious mid-flight.