Clever Marketing Communication; Skin Care Edition

 

What are we talking about? 

Very often, brands try to use clever communication or messages in their marketing strategies. One such communication you may have come across, coming from brands and companies that deal in health and beauty products is that of 'Results Guaranteed". 

The impact of this communication is very strong and creates a need or desire in the consumer to try the product. The consumer may or may not see the results within the mentioned time period, but the purchase of the product has certainly fulfilled one and many goals of marketers.

To boost their sales further, it was imperative for the marketers to adapt. When marketers got bored of this particular communication, they thought of a new way to pitch to the consumers. By adding numbers and time periods into the communication, brands found a very effective way to sell to their customers.

To Boost Their Sales Further, Marketers had to Make a Change... 

You may have observed brands communicating “Results guaranteed within 90 days” or “For best results, use for 3 months”. Through this communication, the consumer is made to believe that the product will work wonders within the mentioned time period. Knowing this, the consumer is convinced to make a purchase and try the product. Because of this communication, marketers were able to convert leads into sales in lesser time than usual.

Which Communication do you Think Will Have a Better Impact and Why? 

The communication that mentioned “Results in 90 days” will have a better impact on the consumer as compared to the one mentioning "Results in 3 months. Why? Even though 3 months and 90 days mean the same, the word “days” makes the consumer think that a product will show results faster than the product that mentions “Results in 3 months”.

See the impact of marketing strategies and communication on human behaviour?