Your Marketing Doesn't Even Have to Make Sense

What you're seeing in this picture is a premium product from one of the best marketers in the world: Proctor & Gamble, owner of the Crest brand (and about 100 others you use every week).

And the marketing copy - it doesn't even make SENSE. This toothpaste "Protects against areas dentists check most." What? Protects against areas... of my own teeth? From what?

There's also a list of eight words with checkmarks. Freshens Breath? Love it. Whitening? Great. Then I see the checkmark next to "Cavities". Wait, I don't want that. I don't want Gingivitis, Acid Erosion, Plaque or Target either. But I must be about to get all those things, because there's the checkmark!

Here's what we can learn. When a consumer sees this toothpaste on the shelf, they can see the trusted Crest brand. They can see the premium packaging, along with a higher price tag. They feel good about this toothpaste's quality what it will do for their teeth. And they drop it in the cart.

To be a successful marketer, you have to make people feel something. If you can generate the right feelings in the buyer, that's all you need to make the sale.