The Toilet Paper Upsell
Do you have a commodity-oriented biz?
Or…
Think you can’t sell a premium version of your product or service?
Then consider this:
High end toilet paper… well, you know what I mean… luxury tush tissue.
BTW: This info courtesy of DK’s ‘Marketing To The Affluent Letter’.
Andrex is THE toilet paper brand in the U.K. with sales of $550 million annually. Last year they came out with a luxury brand, enriched with Shea Butter (Google it).
This is the product description (you really must read this):
“Offering a multi-sensory experience, this luxurious new toilet tissue has some new and exclusive features that will make you feel truly fabulous… the pack is a deep, rich luxurious brown color, matching any contemporary bathroom design. It feels soft, smells divine and looks gorgeous which will make you feel really fabulous! ”
Yep. This is same stuff we all wipe our butts with.
Now go back and read the descriptives that I italicized. This copy has absolutely NOTHING to do with toilet paper. It’s all about a luxurious [fabulous] experience… while in the loo!
Marketing lesson: No one can ever say they can’t create a premium upsell or product/service option.
If there was ever a commodity product, this is it. And yet, somebody is romancing it, elevating its social standing and selling an upscale version of it.
Surely you can dream up a way to do this in your business.
If you have – or plan to – let me know. I’d love to hear about it.
Taking action just feel right.
- David Gruttadaurio
“The Print Newsletter Expert”
PS: There’s still time to get your March newsletter order in – now just $1.49 each – printed, mailed first class in 6 page, edge-to-edge, full color.
Copyright 2010
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