Lessons from the Keyser

Q: what do you do when your product, in this case detergent, cleans so well that all dirt is washed out and you still need to grow your business?

A: You inform the public about microbes. Invsible organisms that infiltrate and get your clothes and skin dirty. They require multiple cleanings, as you never know when they are truly clean. 

But you can beat them, if you clean your clothes (even better to use new products) more often.

While it is good practise to demonstrate value of your product or service, sometimes it is better to point at gains that one is in danger of losing if no action is taken. 

The hard part is to find a balance between a fear that motivates and a fear that paralyzes.