How to use “ez” in campaigns & products (🎸example)

If you’ve never been fired on a Friday, I can’t really recommend it, but it’s not as bad as one imagines.

Now then. What’s on tap today? A quick example of how effective “EASY” is when used in marketing messaging and ensuring EASY is built into your product or service. 

Then we’ll crack open This Week’s Marketing Wrap-Up (includes fresh insights and an underused tool list).

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Easy Product Marketing Example (the problem)

Honestly? I hate seeing “anyone can do it” — in a product’s sales letter or when a YouTuber claims anyone can replicate their million followers. It’s EASY!

Marketing messages that incorporate “anyone can do it” or “anyone can easily use this widget” are effective. They’re just overdone. And used by a few somewhat, ok, real slimy marketers. 

But some of the greatest marketers in history have used the EASY tactic to get people to try their product or do a test trial of a SaaS service (for example). So don’t throw the baby out with the bathwater. 

The following marketing example shows you how to do it right and do right by your customers. 

The ‘Everyman’ Guitar Product Marketing Example

Take a listen to the music created by the simplest guitar you’ve ever seen.

The guy builds these easy-to-play guitars (and banjos) out of wood, old cigar boxes, tin boxes, etc.

He sells them at festivals and through word-of-mouth. His #1 selling point is… 

“Anybody can play these guitars.”

It’s easy to believe it’s easy because he demonstrates his product. It appears effortless, and that’s intentional. The easier it looks, the more he sells.

Dude draws a crowd every time he plays too, because he’s good. And it seems impossible these mini-guitars would produce that kind of sound.  

That wow factor helps boost sales also. Plus, he’s friendly. So is his wife. Don’t underestimate likability. 

But the ease of use is the #1 thing that makes these guitars the perfect marketing example when you want people to feel capable of utilizing what you’re selling. 

The Lesson from this Product Marketing Example?

Make sure your product demonstrations speak to how easy the product is to use. It helps if your product is truly easy to use, obviously.

However, even these simple guitars require some effort if you wanna be able to play a real song.

I found that out after I was wowed and bought one from the Mountain Man (who’s likely got some ZZ Top DNA in him).

I could play the first three seconds of Free Fallin’ and that’s as far as I got. 

Did I feel cheated or that I wasted my $125, though? 

No, and here’s why.

Dual Purpose Product Marketing Example

This guy’s musical instruments are functional. But the bonus is… they’re works of art.

Everyone who saw mine at my house wanted to pick it up and try it. 

So even though I never learned to play it, it served a purpose and was well worth the price.

My little banjo served a third purpose, come to think of it. It turned into a gift and is now somewhere in Kenya, Africa via a mission trip I found out about.

Hopefully it’s being used by someone with a musical knack, playing Free Fallin’, and making it look easy.

Thanks for reading Inbox Hacking. Please share it with a friend. It’s read by marketers at ESPN and John Deere (Elvis too, hopefully 🤞).

Shane McLendon - Copy Kingpin

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