Selling Underwhelming Products: A Psychological Perspective

It's a common misunderstanding that only standout or revolutionary products can command a sale. The truth is, even underwhelming products can be successfully marketed, and the key lies in appealing to the emotions and psychological triggers rather than relying on features, benefits, or price points.

Understanding the Core Psychology Behind Sales

Take, for example, a personal experience where I recently purchased a 1956 Lincoln Continental Mark II. This car serves as a prime illustration of how sales are deeply rooted in emotion and psychological triggers rather than tangible aspects such as features or benefits.

The car has several obvious flaws: it only starts after turning the key three times, the seatbelts won't fasten, and the seats are worn out and unappealing. Additionally, it requires extensive mechanic work to restore it, adding another hefty cost. So why, despite its obvious shortcomings, did I choose to invest such a significant sum in this vehicle?

My decision stemmed from a psychological perspective: the car evoked strong feelings and memories of a time when my dreams align with the image of owning such a car. It triggers the feeling and meaning of being established and successful, as captured in the famous quote from the movie The Godfather: "If you own a car like that, you're a made man, Michael." This is an irrational sentiment, a remnants of a bygone era, but it's precisely this kind of emotional appeal that drives sales.

When presenting an underwhelming product, the focus should be on invoking similar emotions and psychological responses that resonate with the target audience. Forget about the traditional sales tactics—features, benefits, competitive advantages, and price. These elements, while important, are not the primary drivers of a buying decision.

Real-life Examples and Applications

Consider the example of a couple who continues to return to a poorly run, overpriced restaurant simply because it's where they had their first date. This routine, though seemingly irrational, is driven by a deep-seated emotional connection and the memories associated with that place.

Applying this logic to product sales, if you're selling an underwhelming product, identify the core emotional or psychological trigger that your target customers are likely to find valuable. For instance, if your product reminds them of a cherished memory, makes them feel a sense of accomplishment, or fits into their aspirations for what their current lifestyle should be, these triggers can make all the difference in the purchasing decision.

Strategies for Effective Sales

Given the nature of the product, the following strategies can help in positioning and selling it successfully:

Lower Price

If your competition has high margins, consider undercutting them to make your product more attractive. This strategy can be particularly effective if the product offers any additional value, such as better service or support, that differentiates it from similar offerings.

Enhanced Content

Developing high-quality, informative, and engaging content can help differentiate your product. Showcase user testimonials, detailed product information, and educational content that helps your target audience understand the value of your product beyond its basic features.

Innovative Marketing

Present your product as a solution that is modern and up-to-date, suited for the fast-paced and ever-evolving world. Use storytelling, visual marketing, and interactive content to evoke an emotional response and build a compelling narrative around your product.

Even if your product is a copy of what your competitors offer, find one unique selling point and emphasize it to the maximum. Authenticity and transparency in your marketing efforts will build trust and ensure that customers recognize the value in your product, making them less likely to feel deceived and more willing to make a purchase.

Conclusion

Successful sales of underwhelming or seemingly unremarkable products depend on tapping into the emotional and psychological triggers of your audience rather than focusing on traditional sales metrics. By understanding and leveraging these deeper connections, you can create meaningful and lasting sales.