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Patient Attraction Episode 208
Hey everyone, welcome to the Friday, September 5 edition of the Patient Attraction Podcast. Today, we’re going to look at how early marketers turned using toothpaste into a habit that continues to this day. Stay tuned.
– Colin Receveur here.
– If you are a frequent podcast viewer, you know I love history.
– Today, I want to talk about the history of toothpaste marketing.
– It’s actually pretty remarkable.
– In the early 1900s, few Americans were brushing their teeth.
– A man named Claude Hopkins began marketing a revolutionary toothpaste that tasted minty and tingled in your mouth.
– It was called Pepsodent.
– Hopkins is one of the great marketers in the history of marketing.a
– He developed a two-step formula that is still used today.
– Find a cue and define the rewards.
– Hopkins marketed early Pepsodent as a way to remove the ever-present feel of plaque film people of that time could feel on their teeth.
– He pointed out the film made people’s teeth look dingy and said millions of people were getting bright, white smiles thanks to the product.
– This appealed to their vanity and disgust emotions.
– This is an example of a principle you probably already know:
– If you want to change people’s behavior, appeal to their emotions.
– So if you want people to stop avoiding the dentist, appeal to their:
– The history of toothpaste marketing is actually very interesting and goes far beyond the story of Pepsodent.
– We may return to this topic for future podcasts.
– If you’ve found this interesting, send me an email or
add a comment to the YouTube video.
– I might use your comment in a future podcast.
– Until tomorrow, keep moving forward.