100 years ago people weren't brushing their teeth
How one marketer got people to start brushing
A Century Ago, Americans Had No Tooth-Brushing Habit. One Marketer Changed Everything.
Picture grubby teeth and foul breath - that was the dental norm 100 years ago. Americans simply didn't brush.
A parade of tooth powders and mouthwashes couldn't get Americans into oral hygiene. The toothpaste market was a losing game.
Enter the marketer Claude Hopkins - a bold innovator tasked with selling a new toothpaste nobody wanted. The odds seemed hopeless.
Claude discovered a breakthrough insight that would forever change dental care routines. The culprit behind deteriorating teeth: plaque.
With this knowledge, Claude repositioned toothpaste not as a health product, but as the path to a beautiful smile. His message? Fight ugly plaque to restore your natural radiance.
But awareness wasn't enough - Claude needed to make brushing a lifelong habit.
He told women they deserved dazzling smiles. He promised men irresistible charm. Fight plaque and brush away ugliness - see yourself transform with Pepsodent!
Claude created a loop: brushing brings beauty, beauty motivates more brushing. Soon, Americans were hooked on daily tooth-brushing.
Within a decade, Pepsodent was a top seller. Claude's use of Framing and habit-forming Psychology reshaped Americans' oral care.
The takeaway? Create a life-enhancing routine around your product. Make customers unconsciously dependent on using it.
Ingraining your product into daily habits ensures lifelong loyalty and sales. Give people both rational and emotional reasons to keep your product in their lives.
This is the power of Framing.
A grocer in Stockholm wanted more people to buy organic bananas. But instead of highlighting all the advantages of choosing organic, the grocer did the opposite. In the store he indicated ‘Organic bananas’ and ‘Bananas sprayed with pesticides’, respectively. It turned out to be so effective that he soon did not have to sell anything else than organic.
Another example of creatively harnessing the power of Framing to position your product differently in the minds of the customer.