Because this is how you communicate your product:
The active ingredient inhibits the body’s own formation of messenger substances, the so-called prostaglandins, which increase the sensitivity of the pain receptors in the body. By inhibiting their formation, the increased excitability of the pain receptors at the nerve endings is reduced and the pain and inflammatory symptoms subside.
Of course, sooner or later marketing comes along and argues that you need a fancy packaging. With a beautiful logo on it and bright colors that make it stand out on the shelves.
But somehow that didn’t work, either.
So, performance marketing comes along and says that this is what you need to say:
Hey, look, if you don‘t buy just one of these litte white pills, but three, we’ll give you a coupon that’ll save you 10 bucks the next time you buy five of the pills. You’ll just need to scan the receipt and email it to this address …
Well, somehow that didn’t work, either. So, you build a funnel. And an Instagram channel. You design landing pages for each target group and host live webinars. You discover TikTok as the next big thing.
And then, you’ve really got a headache. Which makes you realize how easy everything was from the beginning:
Got a headache? This pill will make it go away.
So many communicators just forget to tell us what their product is for. Until people know, most of them just don’t care. But when they know and when they have that problem, they will want you to tell them more.
