Earlier today I came across an ad for Budweiser: Prohibition Brew.
If you don’t know what that is… Prohibition Brew is a special “low alcohol” beer which has such little alcohol in it… you might as well call it water.
Problem is, it’s usually shameful to drink these “light brews” because most people ( especially the men ) will tell you it’s not real beer. A running joke online among guys is to call anyone who actually drinks light brews a baby.
This shame usually forces some guys to just stop drinking the stuff… or to try hiding that they like it.
However, Budweiser naming their brand of low alcohol beer the “Prohibition brew” was a stroke of genius. Why? Because most Americans associate prohibition with bad times for the drinking crowd. And with good reason.
During prohibition alcohol was illegal and underground rebel breweries took over the booze scene.
Therefore, the name “Prohibition” carries a nuance of rebellion.
It practically overcomes the shame that comes with drinking light brews by making the brew a “rebellious” choice.
Pure brilliance if you ask me. You see…
If your product has a certain associated shame that comes with using it, you must find a way to reposition the product such that it’s no longer an article of shame… but of pride.
You must find a way of making the product resonate with your customer to the point where that connection is stronger than what shame they could feel by using it.
Look at the buying decision from your customer’s point of view.
Is there any reason they could feel ashamed, or embarrassed of buying your product?
Is there any reason buying from you would mean admitting defeat to a problem they thought they could beat?
Is there any reason they could feel as if they’re being “weak” for seeking your help?
Is there any reason why buying from you would mean having to accept the shame of admitting defeat?
If there is, then try finding out how best you can reposition your offer to overcome that shame.
And if you want my help setting your offer up to kick ass, even if it has an element of shame attached to it… then don’t hesitate to reach out to me for a brainstorming session over at:
“Till the next wave of madness”