Don’t Sell Ice to an Eskimo

Don’t Sell Ice to an Eskimo often used in training about marketing. Never sell ice to Eskimo people. But it is also mean don’t give present ice to Eskimo. That is a phrase that is quite famous in the marketing world. Uniquely, meaning varies. You can also convert from meaningless products to meaningful products.

5 meaning of Don’t Sell Ice to an Eskimo

1. Do not sell items that people do not need

Some interpret the phrase message, never sell the product to people who do not need it. The Eskimo live on the ice, no additional ice. Selling ice to Eskimo people is a waste of time. Energy, cost, time spent in vain to sell goods to people who do not need.

2. It seems impossible, but it is possible. Play emotional needs.

The phrase gets a new interpretation. It may be selling ice to Eskimo people. How to sell ice to Eskimo people? The trick is, color it with red and blue. Tell Eskimo men, Eskimo girls like men with ice houses or blue igloos, because it looks macho. Tell Eskimo girls, Eskimo men like girls with red igloos, because they look feminine.

3. Research In the past, do not immediately consider it impossible

There is also a suggestion to conduct ethnographic studies, namely by living in Eskimo community. Learn how the Eskimos viewpoint looks at the ice. what is the grouping of ice names they make? According to research, there are 52 words about ice for Eskimo people. What for us is just one kind, for them, there are various kinds.
From their lives, find what kind of ice they need, and they are dizzy to get it. What a disappointment in their lives that can be solved with ice products. Make that kind of ice. Maybe the ice they need is ice for igloo bricks because it’s a hassle to make one by one brick.

4. Sell ice with a gimmick

Sell ice with extra prizes that interest them. Like a child who sometimes buys snacks not because they like snacks but like their presents, sell ice with interesting prizes, such as the presence of hot water. They need it for warmers.

5. Convey the Benefit

Say, I understand you should rest in this very bad cold room. I have a way, an igloo design to make a house much warmer. It is designed by ice bricks.

 

Present

Why is Value Proposition Important for Us

The value proposition is invisible but real. It is like a compass that invisible to another people but it is real as guide action for a ship.

Why Is Value Proposition Important for us? To answer the question I quote this famous sentence “any product or service that  capable of providing solutions for consumers, then the product or service is definitely required by consumers.”

Our business task is to create a fit between our offering and customer profile.

We revise our offering, explore the benefit of our offering for our customer for one goal: fit.

It answers a question, why should I buy your product? Have you had an answer for me? And that answer gives me some gain and is able to explain to me if I do not buy, use your product or service, what happened to me?

If you are able to explain the value proposition of your product or service, it is easy to create a tagline or copywriting that relevant to their problem.

It is a formula of the value proposition.

Our [products and service] help [customer segment] who want to [job to be done] by [reducing, avoiding] [customer pain] and [increasing, enabling]  [a customer gain], unlike [competing value proposition].

If you do not know the value proposition of your product or service? How do you sell?

Follow the formula first. If you want to be creative please after understanding the goal of today’s lesson. The formula is to facilitate us to understand the value of proposition After the understand please create.

When we remember the formula for our products, we know how to improve our products, how to persuade our customer in ads. If not fit, maybe wrong with our perception about our customer profile, maybe something wrong about our brand: credibility. We have to check one by one to our brand, our products, our message, our perception about customer profile, our price, our channel, our distribution.

Or maybe, we didn’t know about customer objection to our products. We have to check and recheck to create fit about our offering with their demand.

 

Invisible

Small Step Big Leap

Small Step Big Leap in creating products and services that based value proposition that fit with customer requirement. I show you why.

The most important thing in our business is our customer. Without the customer, no business. No transaction, and no profit. Then second important one is fit offering. Offering that fit to need and expectation of customer segment. Often we just produce. Then promotion. We can succeed with that method, but something we can be stuck because the offering is not fit with customer need and expectation.

Another missing thing is the value of your products. It is not just your product but, the benefit of your products. We have to aware to benefit to a customer because it can help us find insight to improve our products and feature and also we ready to answer, why customer buy from us.

Value Proposition as Small Step Big Leap

We can fix the missing by creating the value proposition. Strategizer creates a formula that helps us to create a value proposition. It is useful to attract the customer. It is useful to improve our products. It is useful to make fit products and customer.

value proposition is a positioning statement that state benefit we offer to the customer in uniquely well. It describes your target segment, the problem you solve by-products and service, and why choose us.” Positioning is what customer think about our company. Position your business the way that it is already seen in your prospects mind.

Value proposition have component: benefit for the customer. It helps the customer to do their job. It also makes the customer happy, and reduce or avoid pain.

That is: Our [products and service] help [customer segment] who want to [job to be done] by [reducing, avoiding] [customer pain] and [increasing, enabling]  [a customer gain], unlike [competing value proposition].

The company’s value proposition is company concept that helps to improve products, improve message in a promotion. Without value proposition, you don’t know how wonderful your company. That is Small Step Big Leap.