Boring products create boring marketing? Not with these four tips!

How to market an unsexy product or service – 4 tips


Marketing a brand or product without direct sex appeal, or which seems boring to some people, can be very challenging. From my own experience, with clients in sectors as security, accountancy and the paint industry, I come across these challenges on a daily basis. How can you create relevant marketing, even if you don’t have a poster product? These four tips should help you get started!


  1. Provide solutions

It’s often been pointed out in the world of content marketing and I will repeat it here again. Regardless how great your product is, customers aren’t interested in features and specifications anymore. Especially when it concerns technical products this can be a challenge. It’s easy to overwhelm with a list of specifications. But that doesn’t impress your client. He needs a solution to his problem. Therefore, emphasize why your product exists and for which problem it offers a solution. And if your product is made out of high quality components as well, it’s a bonus. Of course this doesn’t apply in all cases. However, make sure that the solutions are made clear primarily before going into more details and other (technical) information.

  1. Start with a story

I once read: The difference between a boring business and an exciting one is a good story. Do you think your product or service could be perceived as boring? Then first ask people within your own company or your current clients in which ways your product has contributed. You will be surprised about the number of people who have something to tell about this. Often, what you may find boring or irrelevant can be very interesting and relevant for your clients. Be sure to stay open-minded when you collect these stories. Write them down, so you have examples of solutions to which your product has contributed. This way you will prevent your marketing content from becoming boring. Then you can publish them on your website, in a blog or article. Tip: also search for online communities, such as forums, where people within your industry gather. There you will find a lot of inspiration for stories to base your marketing on! If there isn’t a community available yet, reserve a part of your website for it! Or start a Facebook page and invite your clients to be part of it. But be careful: always put your client first in the story, let him or her be the hero, not your company or product! Only then your create stories that fascinate.

  1. Be authentic

Or be yourself. Whatever you want to call it, it’s much stronger to show a little bit of ‘you’ in your marketing. Many companies like to pretend to be much bigger than they are. Too often I visit websites of independents who write in the plural-form, or companies who pretend that their product is revolutionary, whereas in reality it’s nothing new. How great that might be for your own vision, authenticity always works better for the client. By embracing who you are and by being proud of what you make, you can really distinguish yourself. Also in marketing. If you are a small player on the market, this might even be a nice change for your client. Personal contact with a director or owner of an organization feels much better than talking to someone from a call center. And as an accountant you can make things easier and more interesting for your clients by presenting figures in a creative way. And don’t be too serious. A little humor in your marketing always works.

  1. Do something completely unexpected

If you find yourself on that market with the big boys, it will be difficult to compete with their marketing. It is unlikely that you will have the same marketing budget. And even if you could shout your products from the rooftops just as loud as they can, they will just shout a little louder and you will fade to the background. For this reason, go and search for unexpected ways of communication that will suit your budget. For example, organize a brainstorm session and write down all the antonyms of your product or service. Is your product characterized as demanding, complicated and serious? Write down what possible relaxing, simple and entertaining ways could be to describe or market your product. Perhaps this way you will find the next brilliant guerilla marketing campaign, or maybe your product will go viral because you were able to create something out-of-the-box!


Do you have examples of great marketing of boring products? Share some in the comments! Would you like to improve the marketing of your product? Send me a message and we’ll discover whether my approach suits you.



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