How to Sell a Product Nobody Wants?

Imagine developing a product only to realize that no one seems to want it. This is the nightmare scenario that many companies face. The story of Clairol's Touch of Yogurt shampoo is a perfect example. Introduced in the late 1970s, this product was supposed to capitalize on the health craze by combining the appeal of yogurt with personal care. However, consumers were confused and skeptical. The idea of putting yogurt in their hair didn’t sit well, and the product quickly disappeared from shelves. Marketing a product that nobody wants is one of the toughest challenges in business, but it’s not impossible. In this article, we’ll explore strategies to overcome this daunting obstacle, turning an unwanted product into a success story.

Understanding the Market’s Resistance

The first step in marketing an unwanted product is understanding why the market is resistant. Is it due to a lack of awareness, a misunderstanding of the product’s benefits, or simply poor timing?

In the case of Touch of Yogurt, the idea was innovative but poorly executed. The product wasn’t aligned with consumer expectations, and there was little effort to educate the market on why yogurt could be beneficial in hair care. Understanding these issues is crucial to repositioning a product and finding the right audience.

Reframing the Product’s Value Proposition

When a product doesn’t resonate with consumers, it’s often because the value proposition isn’t clear or compelling. Reframing the product can make a significant difference. This involves shifting the focus from what the product is to what it can do for the consumer.

For instance, if a tech gadget is perceived as too complicated, emphasize its simplicity and user-friendliness in your marketing. If a health product is seen as unnecessary, highlight its unique benefits that competitors don’t offer. By reframing the narrative, you can transform a product’s perceived value.

Leveraging Social Proof

One of the most effective ways to market a product that nobody wants is to show that others are using and benefiting from it. Social proof, such as testimonials, case studies, and endorsements, can help overcome skepticism and build credibility.

Consider how Apple initially faced resistance with the iPod. People were unsure why they needed another music device. But as more users adopted the iPod and shared their positive experiences, the product gained momentum. Featuring real customers and influencers who can speak to the product’s value can be a game-changer.

Creating Scarcity and Urgency

Sometimes, a product doesn’t sell simply because it’s too available. Creating a sense of scarcity and urgency can stimulate demand. This strategy plays on the psychological principle that people often want what they can’t have or what might not be available for long.

Limited-time offers, exclusive deals, and countdown timers are ways to create this sense of urgency. Even an unwanted product can become desirable when people feel they might miss out on something valuable.

Revisiting the Target Audience

It’s possible that the product isn’t unwanted by everyone, just by the wrong audience. Revisiting and refining your target market can reveal new opportunities.

For example, a product designed for young adults might find a better reception among an older demographic or a different cultural group. Conducting market research to identify a more receptive audience can help reposition the product effectively.

Innovative Packaging and Branding

Sometimes, a product's appearance can make all the difference. Innovative packaging and branding can attract attention and change consumer perceptions. If the product itself isn’t changing, altering how it’s presented can make it more appealing.

Consider Old Spice, a brand that was once seen as outdated. By rebranding with bold, humorous advertising and distinctive packaging, Old Spice transformed its image and appealed to a younger audience, leading to a resurgence in popularity.

Pivoting the Product’s Use Case

If all else fails, consider whether the product can be pivoted to serve a different purpose. Pivoting involves identifying a new use case or market that the product might serve better than its original intention.

For instance, Listerine was originally developed as a surgical antiseptic before being marketed as a mouthwash. By finding a different use for the product, it was able to tap into a much larger market and become a household name.

Conclusion: The Path from Unwanted to In-Demand

Marketing a product that nobody wants is a formidable challenge, but it’s not insurmountable. By understanding market resistance, reframing the value proposition, leveraging social proof, creating scarcity, revisiting the target audience, innovating packaging, and potentially pivoting the product’s use case, it’s possible to turn even the most unwanted products into success stories. The key is persistence, creativity, and a willingness to adapt to what the market needs and wants.