People buy comfort and pride

 

During the World War 1, when the government of United States of America began to draft men, it was discovered that so many recruits had rotten teeth such that officials said “poor dental hygiene was a natural security risk.” That information will naturally appear as a big opportunity for an entrepreneur. Yet, it was recorded that selling toothpaste was a financial suicide then. Many people who ventured into it went broke. The challenge was that people were not buying toothpastes because, despite the problem, hardly did anyone brush his teeth.

 

Until Claude Hopkins, a talented communicator was involved in the business of toothpaste that people began to buy it. The secret of his success, Hopkins would later boast, was that he had found a certain cue and reward that fuelled that habit of brushing the teeth. Hopkins simply helped to develop a sense of reward for consumers and habit of tooth brushing. He made people pride in “Pepsodent smile.” He helped them to feel comfortable and take pride in brushing their teeth through adverts. By 1930, Pepsodent Toothpaste sold so much in United States and every continent of the world.

 

Dear entrepreneur, it will never be enough to have solutions to people’s problem. You must help people feel comfortable and take pride in the solution. Do you know that the chemical that help toothpaste foam does not contribute to cleaning your teeth? It is a fact that it is there to make you feel comfortable that your mouth is cool because the chemical that cleans does not foam. Will you buy toothpaste that does not foam when brushing your teeth? People feel better when there is bunch of foam around their mouth while brushing their teeth. Foaming is that signal for good toothpaste.

 

Consumers need some kind of signals that what you sale is working and makes them feel good in their mind.

 

I observed a case that became a catchphrase in the city of Lagos and beyond. In 2007, when the previous Lagos State Governor resumed office, his team began to develop parks and gardens. The government encouraged many corporations to do likewise. About two years into the administration, there were green places and different views of landscape that appeal to people’s emotion. Then many people began to feel that truly the government is working. Then we began to say “Fashola is working; Lagos is working”.

 

Also, in Nigeria, market trend is shifting very fast and in favour of shopping malls. People keep visiting modern shopping malls because of the feel. The cool feel is a simple signal that the shopping mall model works. Although those same products are sold in many open traditional markets, the response to malls is growing because of the comfortable signal.

 

If you will not create that sense of great product, even though it has a fantastic value, it will remain on the shelf for a long time. That is the consumer behaviour around here.

 

 

The fact is that you can only send out comfortable signal when you are very sensitive to people. I have noticed that it is much easier for entrepreneurs to continue in business when people’s interest is above financial interests. To be sensitive to people’s comforts in planning and product development opens up innovative opportunities. Many entrepreneurs who have attempted to give out excellent services and solve real problems got a way to create the signal that makes people accept the products.

 

How can you create a signal that will make people feel your product is the best? These five tips among many will help you.

 

Be people- focused. People are the reason you are in business. Thinking of a better way to serve the people is the most precious asset of any entrepreneur who will remain in businesses and also make profit.

 

Watch out for changes in the trend: people of different ages are attracted differently. You need to watch what is changing about people’s perspective and habits.

 

Observe people’s experiences: What gives them joy and fulfilment while using your product or service? These require analysis and judgment that will help you improve your products and services.

 

Communicate the comfort: whenever you get a good feedback for using your products and services then communicate it to wide audience. Many people will want to have the same comfortable and enjoyable experience.

 

Reward the habit you wanted: if you can get the attention of your consumers by rewarding them for using your product, then you will help them develop the habit of continued patronage.

 

Dear friend, you have been so hard-working on that enterprise and I stand with you in solidarity for the success of your business and development of our cities.

 

Victor Mamora