He took his mom on a cross-country sales trip trying to get his new product into big retail chains.
But, he couldn’t make a single sale to save his life.
Until he did one thing different.
Then, he got the Home Shopping Network to want his product.
Seth Rogen played the son. And Barbara Streisand played the quintessential Jewish mom. And the sub-story in the movie – The Guilt Trip – taught a fantastic marketing lesson every online entrepreneur can benefit from.
His “pitch” to the bigwig buyers began the same way every time – he claimed while the other products on the market were dangerous and poisonous, his new organic cleaner was completely safe… even to the point of ingestible. And, he backed-up this claim with a ton of science, facts, and even some props.
Yet, every “pitch” ended the same way – the buyers were bored to death, cut his presentation short and expressed a complete lack of interest in his product.
And he couldn’t figure out what he was doing wrong. Until his nagging mom gave him a piece of wise, yet unwanted, advice.
Reluctantly, yet at the end of his rope (and money), he took his mom’s advice at his last pitch to the folks at the Home Shopping Network.
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After realizing, once again, that he completely “lost” the buyers with all of his facts, figures, studies, and science, he decided to get personal with the professional co-host he was given.
“Do you have any kids or any pets?”, he asked.
“Yes, I have a daughter, Gabriella, and a dog, Mr. Pickles.”
“So, let me ask you – you probably go through great pains to prevent Mr. Pickles and Gabriella from dying if I’m not mistaken, right?”
Then, picking up a bottle of the typical cleaning product he asked, “Is this what you typically clean your house with… whatever’s on sale… typically blue or yellow?”
“Yes, that would be correct,” the co-host says, now intrigued.
“Well, here’s the problem with that – it’s extremely poisonous. And it’s really dangerous. And I can show you statistics and experiments that prove that my product doesn’t only clean better than those… but it’s safer. But that’s really boring. So, instead… I’ll just do this…”
The Big Moment…
And he proceeds to pour his cleaner out of the bottle and into a tall glass.
And then he downs the entire glass of his cleaner!
At which point the co-host exclaims, “Wow, I’m impressed. I am!”… as were all of the Home Shopping Network buyers sitting on the edge of their seats grinning from ear to ear.
Then came the big close followed by a challenge…
“Scioclean is the best cleaning product ever invented. It’s completely natural, it’s completely safe, and it cleans better than any other product on the market. If any of my competitors are making the same claim all I say is come on TV and drink your product.”
Boom! That’s all it took.
The head buyer flocked to Rogen’s character and offered him a deal.
2 Big Marketing Lessons
So, what can we learn from this that you can apply in your own business?
First, there were no sales until Seth’s character touched the buyers emotionally and brought the product benefits down to their personal experience.
Facts, figures, statistics, and studies only matter to prospects after you’ve shown them how what you’re offering can impact and improve their personal situation or circumstance.
This is often referred to as “making the emotional sale” before you attempt “making the logical sale”.
Second, one of the most powerful proof points you can offer in any marketing funnel (when possible) is the Dramatic Demonstration.
A Dramatic Demonstration is just what the name implies – showing the most dramatic example of your product delivering the benefits you claim it can for the prospect. It’s demonstrating, dramatically, not just telling.
It’s a strategy employed in many infomercials. Like: Setting the hood of a car on fire to show how effective the car wax is. Running a car wheel over a hand to show how much pressure the special workman’s glove can withstand. Replacing the bottom of a boat with a screen door then spraying it with the “rubber in a can” to show how well it seals cracks. And on and on.
All of these examples dramatically show – in a situation well beyond what the typical prospect will ever need the product for – how well the product performs. And it leaves the prospect thinking, “If it can perform under those conditions, it can certainly perform under the situation I need the product for.”
In the end, that one presentation… thanks to that one big tweak… could single-handedly launch a gargantuan business for Seth’s character.
What can those two lessons do for you and your business?
Further Reading: There’s no better way to grow your sales and master the techniques of tapping into your prospects emotions and applying the principle of proof… than by seeing how the savviest marketers online are engineering their marketing funnels.
Inside the pages of Marketing Funnels Uncensored you can see what, when, where, and how the million-dollar marketing funnels are set-up. To subscribe, click here.
