My answer to Belgium based Eric Eraly’s question about Customer Triggers
December 21, 2009
" I organise Stop Smoking seminars to help people to quit smoking.
My question is : which is the right trigger to break the huge resistance that smokers have to quit smoking. I explain : on one hand , a smoker is afraid that he/she will not succeed, fear of failure and what people will say if they fail. On the other hand the smoker is afraid that he WILL SUCCEED and as a consequence of this miss out on something. They think they will miss something, give up their best buddy, they have the feeling that they can't enjoy life anymore, etc.
Another aspect is the fact that a smoker thinks that WHEN he wants to quit, he can quit on his own , without any help".
My Answer …….
This is a question that has taxed individuals and governments for years and made me think for some time.
There is only one answer to this question actually and it is relatively simple. You have to "sell" the benefits of not smoking to the individual or employer.
It might be
Having more money
Lower life insurance premiums
Not smelling of tobacco
For each person the answer will be different and the secret will be to find the trigger for each individual.
For employers keen to prevent workplace smoking the trigger might be
Staff spending less time on smoking breaks
Healthier staff – less staff sickness
Again each company will have their own marketing trigger.
What you don't want to do is promote the features – ie tell them so much about you, your methods etc.
These are of course important at some stage to give yourself and your product credibility (especially the fact you managed to give up yourself ) but they are not reasons for anyone else to give up.
The next question is how to do this. Clearly you cannot speak to everyone individually.
What you can do is to place a whole series of marketplace ads on networking sites like Ecademy. Use headlines like –
Want to score the winning goal but out of breath?
Quitting smoking can make you healthier, fitter and a top scorer. Learn how to stop smoking now. (This one can be used with any sport – I suggest football now because of the World Cup).
Lower your health insurance premiums – quitting smoking can lower your premiums by as much as X%. Let me explain how to stop smoking today.
Do girls/boys find your bad breath unattractive?
Quite smoking today and start scoring! (It is said that sex always works in adverts!)
You can test virtually hundreds of different ideas in this way. Try testing some via blogs and polls also. Once you have ideas that work think about using Google ads and using the same lines in direct mail, e-mails or any of hundreds of other channels.
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