MR WILDY'S WORLD
  • Home
  • Travel
  • Growth
  • Reviews
  • Videos
    • Video Diary & Journal
    • 360 Videos & Images
    • Stock Videos
  • About
    • Privacy Policy
  • Contact

Part Two: How to Create New Habits 

25/8/2016

0 Comments

 
Picture
You might be astounded to know that long long time ago in America, in the early twenties, hardly anyone brushed their teeth. In fact, rotting teeth was such a serious problem for the soldiers in World War One that government officials declared poor dental hygiene as a national security risk! That all changed, however, when a marketing maestro by the name of Claude Hopkins.
 
Claude was actually the genius that took unknown brands such as Goodyear and Quaker Oats, and turned them into household brand names. What did Claude do? His signature tactic was to tap into the habit loop by anchoring the product to a specific trigger, regardless of how incredulous the connection was. Quaker Qats, for example, became successful when Claude was able to convince America that it provided 24-hour energy – but only if you ate a bowl every morning.
 
Similarly, Claude applied the same principles to toothpaste. He ran advertisements that read,
 
“Just run your tongue across your teeth. You will feel a film – that’s what makes your teeth ‘’off colour” and invites decay.”
 
After giving people the cue, he continued with images of beautiful white smiles and the statement:
 
“Note how many pretty teeth are seen everywhere. Millions are using a new method of teeth cleaning. Why should any woman have dingy film on her teeth? Pepsodent removes the film!”
 
The claim was in fact downright false and unwarranted. The “film” is a naturally occurring membrane, and toothpaste actually doesn’t do anything to remove it. However, the cue was universal and easily apparent, and people could relate to the connection to the reward (beautiful teeth). Within a decade, toothpaste usage had grown from 7% of the population to 65%, and probably 99.9% in the modern day. 

​Back to Febreze

Picture
In the earlier posting, I mentioned about Febreze. Febreze was actually a technological marvel that worked well. The problem was the phenomenon of the human olfactory system that causes people to become used to any smell and lose the ability to detect it. In this manner, a lady with nine cats and a house odour had no cue sufficient to induce or convince her to use the product that would probably transform her life.
 
P&G executive were about to axe the product when the product team discovered what scientists already knew; that a habit is only formed when the brain begins to anticipate and crave the reward the moment the cue is introduced, before the routine is even completed. You can’t sell a product that provides scentlessness because there is no cue available for the brain to anticipate.
 
Febreze sales went through the roof once P&G began marketing the product instead as an air freshener – a product to be used as the final step of a cleaning process or routine to make the room aromatically fresh and inviting. Once people tried the product, they began to crave the clean smell from Febreze. 

Creating a Cue

Picture
​It was here that the authors of the book reveal that Claude Hopkins’ methods really had little impact on the sales of Pepsodent toothpaste. In reality, that particular toothpaste’s success was completed by chance. Pepsodent had included citric acid, mint oil, and other ingredients that created that now-familiar cool, tingling effect. That feeling created a cue – people missed the feeling when they forgot to brush their teeth. The tingling serves no purpose other than to let people know the product is working. 

0 Comments

Your comment will be posted after it is approved.


Leave a Reply.

    Author

    I am MrWildy and I am trying to journal more about my life and also my travels. Find out more about me here. 

    Categories

    All
    Abs
    Articles
    Beauty
    BitCoin
    Budget
    Cat
    Comic
    Contest
    Cooking
    Cruise
    Crypto
    Dance
    Diary
    Dog
    Dreams
    Ethereum
    Fitness
    Food
    General
    Habits
    Hair Removal
    Hashtag Challenge
    India
    Leg Raises
    Lifehack
    Music
    Musing
    Nature
    Norway
    Otters
    Planks
    Poetry
    Recipe
    Resveratrol
    Review
    Singapore
    Skincare
    Skin Care
    Tigger
    Travel
    Vacation
    Vegetables
    Video
    Wakeboarding
    Wellaholic
    Wellness Marketplace

    Archives

    July 2022
    June 2022
    December 2021
    May 2021
    February 2021
    January 2021
    December 2020
    May 2020
    March 2020
    January 2020
    November 2019
    October 2019
    September 2019
    August 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    June 2018
    May 2018
    April 2018
    January 2018
    November 2017
    August 2017
    July 2017
    June 2017
    May 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    March 2016
    February 2016
    November 2015

    RSS Feed

Proudly powered by Weebly
  • Home
  • Travel
  • Growth
  • Reviews
  • Videos
    • Video Diary & Journal
    • 360 Videos & Images
    • Stock Videos
  • About
    • Privacy Policy
  • Contact