Скачать с ютуб Selling and Marketing Sustainability Ideas in 7 Steps, Lessons from the funny Squatty Potty Campaign в хорошем качестве

Selling and Marketing Sustainability Ideas in 7 Steps, Lessons from the funny Squatty Potty Campaign

Click the link to get our FREE e-book summary of this video - https://bit.ly/sellingsustainabilityg... The e-book gives you a "fill in the blanks" template using the 7 step structure we talk about in this video. Full Squatty Potty video    • This Unicorn Changed the Way I Poop -...   The A PASTOR acronym was derived from Ray Edwards book called "How to write copy that sells". In this video you will learn how to write and create the ultimate sustainability sales pitch in 7 steps. If this new knowledge isn’t game changing for the way you deliver your environmental and social initiatives I promise that as a minimum this post will put a smile on your face. Warning: If you do not have a sense of humour you should probably not read any further as the following post includes some content they may disturb some readers including reference to unicorn poop, porcelain thrones, and Howard Stern’s toilet habits. Everybody likes a good poop joke, right? Well the team from Squatty Potty have excelled in taking this to a new level. The Squatty Potty is basically just a plastic stool for the bathroom that changes your seating position. Whilst the Squatty Potty teams effort to convince us in the following video that we need to buy a Squatty Potty is eye wateringly funny this is not what interests me most. What really interests me most is the sales formula that sits behind the following funny infomercial and how this can be applied to communicating sustainability. Step 1 – Attention The first step in any sales or marketing campaign is to gain the attention of your target audience. The Squatty Potty team achieved this in the first 4 seconds of the video by telling us that our ice-cream comes from the “creamy poop of a mystic unicorn” and together with the visuals they have commanded your complete attention. A sustainability example of this would be the Patagonia Black Friday “don’t buy this jacket” advertisement that immediately grabs your attention because it disrupts the standard messaging we are used to seeing. Step 2 – Identify the Problem The next step is to state the problem. In this case study the problem is the way we sit on the porcelain throne and the muscle that creates a kink that stops those “Ben and Jerry’s from sliding out smoothly”. For sustainability this could be the rapid pace of technological change, how to attract the top talent, competition from innovative startups, concerns over shareholder activism, reputational risks and so on. Step 3 – Agitate the Problem What are the negative consequences if you don’t fix this problem? Hemorrhoids, pelvic organ prolapse, constipation, bloating and IBS. None of that sounds good, does it? How about loss of social licence to operate, competitors out innovating your company, the CEO looking like they dropped the ball? What are the negative consequences to your organisation and the people in it if you do not address this sustainability problem. Step 4 part 1 – Introduce the Solution This step involves introducing the solution to the problem. Not your solution or your sustainability plan but the higher-level solution. For Squatty Potty this is changing your position from a sit to a squat. Step 4 part 2 – Introduce the Product This is where you introduce your sustainability plan or solution. Step 5 – Testimony Still not convinced? What if I told you that the Squatty Potty was endorsed by your Doctor, The Shark Tank, Huffington Post and even Howard Stern. What about the 2000+ five star reviews on Amazon. Who else is talking about your sustainability plan, what successful case studies can you reference, what previous wins have you had in your sustainability program, what influencers think this is a good idea? Step 6 – Describe the Offer and Benefits of the Product This step is not about the features of your product or service or your sustainability plan. It is about solving a problem or a need. What problem are you solving and for whom? Step 7 – The Call to Action and Response Now that you have your target audience thinking “I really need this” what do you want them to do? “If you are a human being who poops from your butt, click here to order your Squatty Potty today”. What action do you want people to perform when you pitch your sustainability plan? If you struggle with communicating the business case for your sustainability plans or management just don’t seem to get it then you need to download the content upgrade by clicking the link above. The content upgrade includes a free fill in the box template to help you craft the ultimate sustainability sales pitch in 7 steps or your money back. To learn more visit https://www.bluetribe.co The Sustainable Business Model Canvas    • The Sustainable Business Model Canvas...   Sustainable Business Model Innovation using the Business Model Canvas - Interface Case study    • Business Model Canvas Example, Interf...