I saw a Lysol ad on television the other day advertising their new touchless soap dispenser.
The reason it was touted as a must-buy product is because it eliminates the need to touch the soap dispenser. You see, touching the dispenser means you're potentially transferring germs from the previous user to YOUR hand. That's unhealthy.
But wait - why are you touching the soap dispenser? To get soap. Why? So you can wash your hands. What do you remove when you wash your hands? GERMS!
Thinking about this product's main USP (Unique Selling Proposition) for five seconds reveals it to be a sham.
This product's a solution for a problem that doesn't exist.
Is there anything you're marketing that's like this? If so, it's time to re-think the problem you're trying to solve OR how you're marketing the product.
If Lysol had promoted the product as a "cool" addition to your bathroom or kitchen, that would have been more plausible. It was a nice design, after all. Otherwise, they must think their prospective customers are pretty stupid not to see through their USP.
Seeing stuff like this makes me glad I don't watch television more often.
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