How to Market Awkward Products | #675

Most of Conni’s customers wish they never had to buy its products. By the time they do, they probably needed them four weeks ago. This Playbook is anchored by Norm Douglas , CEO of Conni , which has made reusable absorbent products in North Geelong for around 25 years. His team talks about pee and poo as plainly as sizing, because it’s a normal part of life. In this playbook, we cover three things ecommerce operators need to know about marketing awkward products: Design for the moment the need arrives, not the moment you want to sell Say it plainly, using the words your customers actually use Plan for the ad platforms that will flag you, and lean on the channels you own Connect with Norm Douglas Explore Conni Subscribe to the Add To Cart newsletter SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community