In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss the challenge of marketing products and services that are considered boring or mundane. They emphasize the importance of identifying the right audience for such products and reframing the marketing approach to make it more appealing to that specific audience. They provide examples like industrial concrete and ball bearings, highlighting the need to showcase the practical applications and benefits of these seemingly dull products. Katie and Chris also discuss the significance of differentiation and storytelling in marketing, emphasizing the need to communicate specific value propositions and address the pain points of potential customers. They mention the Heaven and Hell exercise, where businesses should articulate the positive and negative experiences customers can expect from their product or service. They also stress the importance of understanding the customer’s perspective and stepping out of the curse of knowledge to develop effective marketing strategies. Tune in to the full episode for more insights and strategies on marketing “boring” products successfully.

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What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

In this week’s In-Ear Insights, we as marketers love to tell great stories, we love to have a great product that is exciting, revolutionary world changing, you know, everything from cool AI tools to things like Apple’s new goggles, everybody loves to talk about a great product.

But sometimes a product is important, and is useful.

That is boring.

For example, industrial concrete, very hard to get excited about a new mixture of industrial concrete, even though it’s stronger, and it makes for safer bridges and buildings.

It’s tough to market a boring product.

So Katie, when you think about products and services that are commodities, products and services that are not the most exciting things, well, even things like Google Analytics, how do you? What do you do to help make a product less boring when you’re marketing it?

Well, and so I feel like it, the whole beauty is in the eye of the beholder kind of thing.

And so you might find industrial concrete to be incredibly boring.

But the right audience, the right market, engineers, contractors, construction workers, are going to be really excited to learn about these things, you know, c