Poo Pouri is an air freshener. That’s it. But the product has a clever name. And with the power of an effective sales video and the right messaging sequence – and a dash of bathroom humor – Poo Pourri is transformed into a must-have, take-it-with-you-wherever-you-go item.
Here’s the step-by-step simple formula that was used in this video – so you can learn how to successfully sell anything of your own.
1. Grab Attention
You have to admit that the opening shot of an attractive young women, with her British accent and blue party dress, sitting on her white throne is a great hook.
There are a lot of ways to get attention. As the Poo Pourri video opens, a perky British redhead sits on a toilet and launches into a monologue about poop.
This first step is critical. If you don’t hook your audience in the first 10 seconds, they’ll be gone. You don’t have to try to be funny (or use poop jokes) to capture your audience. Just by asking a question or sharing an interesting statistic or making a big promise at the start of your video can be enough to convince your viewers to keep watching.
2. Name the Problem
You’re in business to solve a problem. Everything you sell must solve a problem. The bigger the problem, the more people will be interested in your solution.
Poo Pourri simply identifies a problem that we all have: our poop stinks. But they didn’t stop there…
3. Show the Consequences (of leaving the problem unsolved)
It’s not enough to simply identify the problem – you’ve got to show what happens (how bad things can get) if the problem remains unsolved. To do this you need to ask the question: “How much pain will you be living with if you don’t deal with this problem?
Poo Pourri’s video presents the specter of stinking up the shared toilet at work, or the toilet at a party, or worse, your lover’s apartment. Note that all of these are examples that are common to everyone watching. The perky redhead is talking about us.
4. Show what most people do to solve the problem (that doesn’t work)
The people who have the problem that you’re talking about have all done things to try and solve the problem. This isn’t their first rodeo. You want to empathize with them over the difficulties and challenges they face – and point out the flaws with the things they’ve likely tried before.
Poo Pourri reminds us that flushing doesn’t work to remove odor and describes aerosol sprays as both ineffective and unhealthy.
5. Challenge their beliefs
If you show us how something that what we believe is impossible is actually possible you not only capture our attention – but you turn us into believers.
Poo Pourri does this by asking, “How do you make the world believe that your poop doesn’t stink? Or, in fact, that you never poop at all?”
These questions are brilliant because we’re immediately thinking: “That’s impossible!”
6. Show the difference
Show what your solution does (that the others don’t). Notice at this point we really want to know what she’s talking about – because we want to know how it could be possible to make the world believe that we never poop at all, right?
So we’re now positioned to be totally open, primed and eager to hear about the product.
Poo Pourri introduces their product as a ‘before-you-go’ toilet spray which immediately differentiates it from other bathroom sprays. Then with graphic diagrams we get to see how the product leaves a film on the surface of the toilet bowl to trap odors beneath.
7. Focus on result & benefits
Even though your audience wants to hear the solution to “how is this even possible?” – they also need to see the ultimate benefits of using the product. They need to see how your product will make a difference in their lives.
After all, they don’t really want to think too much about masking our smells in the bathroom – but they do want to save their relationships!
Poo Pourri promises that every time we poop all that anyone around us will smell is a ‘refreshing bouquet of essential oils.’ But more importantly, we’re reminded of the ultimate benefits of solving our problem (our relationships will be saved!)
And, as if she’s anticipating your disbelief, the perky redhead says, “yes, it is a real product and yes, it really works.”
8. Social Proof
The largest block that keeps people from buying your product or service is that they just don’t believe that it will work for them. People want to see that others have benefited from your product or service. You can do this by sharing various forms of social proof. Show that it works for others by sharing testimonials, reviews, or before-and-after success stories.
Poo Pourri tells us that they’ve sold over 4 million bottles and that they’ve received over 1,000 positive reviews on Amazon.com. And then, of course, there’s the video itself – which has been seen over 36 million times on Youtube.
9. Call to Action
When you’ve created enough desire for your product that you audience is starting to look for their wallet so they can get their credit card out, it’s time to tell them what to do next. You need to show them how to buy your product.
Poo Pourri asks the question, “If your poo stinks, then click here to get your Poo Pouri today at Poopourri.com”
Notice the simple structure of their “if – then” statement. Your own call to action wants to asks: “If you’re struggling with this problem, and you want to solve it, then click here to purchase.” You need to tell people what to do next – in the video!
The Sales Video Formula
So, there’s a breakdown of a remarkably well done sales video in 9 simple steps that you can use to make your own sales video.
Even though Poo Pourri’s video was full of clever humor and poop jokes – that’s not what makes it sell. What makes their video is the sequence (the sales video formula). And now you have it.
So, go and make your own sales video – knowing full well that it won’t be crappy…