📘 Leveraging The 7 Deadly Sins
Hello! Adam Thornhill here. ‘The Podcast Guy’ saving you 10 hours a week.
Enjoy the 130th Podup, with special thanks to Squeez Growth.
Today, we’ll dive into the best insights and ideas from In Growth We Trust.
Get off your high horse and consider tapping into the 7 deadly sins to better market your product or service. Think about it – these vices have driven human behavior for centuries. Today, we’ll unpack Dirty Lemon's bold strategy and how we can apply the 7 deadly sins in our own marketing.
A door to door masterclassÂ
Don’t quote me on the timelines, but Dirty Lemon grew from $0 to $12M in revenue just by doing door to door marketing.
They’re a bit controversial.Â
They recruit women to go door to door and say ‘Hello, I represent Dirty Lemon and I’d love for you to try it for free. Grab a can.’
As they’re about to leave they turn around and say ‘Do you want to take my number to let me know if you like it?’
Obviously, lots of people say yes.
A few weeks later, they send a text saying ‘It’s me again. Do you want some more? If you do, I’ll come back to deliver it.’
They combine door to door with SMS marketing. They put everyone in an automation flow to get them to sign up to a monthly subscription.
It’s so basic but I’m not surprised it works.
Yoann Pavy
Why it matters
Dirty Lemon’s strategy is a masterclass in leveraging the 7 deadly sins. Why? Sex. Still. Sells. They channel the lust men have for companionship and female validation to spur sales of their $10.83 drink. And Dirty Lemon aren’t alone. There’re plenty of other examples of the 7 deadly sins in action:
Gluttony. Food delivery apps tempt you with mouth-watering images and easy access to indulgent treats.
Greed. Investment platforms promise substantial returns and capitalize on our desire for financial gain.
Sloth. Tech companies offer smart home devices that appeal to our love of convenience and aversion to effort.
Wrath. Some brands, especially in the gaming industry, channel this sin by creating stories of vengeance.
Envy. Fashion and luxury brands drive desire through exclusivity, FOMO, and status symbols.
Pride. Personal branding services feed our need to be respected and admired by our peers.
Next steps
Analyze your audience. Understand your customer’s preferences and behaviors to identify which of the 7 deadly sins might resonate with them.
Develop a sin specific campaign. Create a targeted marketing campaign based on your chosen sin.
Sense check your ethics. I start with wearing a grey hat, then get colleagues to tone things down. People are great at pointing out flaws in an idea but rarely say ‘Let’s be more bold.’
Ensure sin-channel fit. Some sins work better with certain channels (i.e. envy works well with exclusive in person experiences).Â
Measure and adjust. Look at engagement rates, conversion rates, and customer feedback. Adjust your strategy based on this.
Your thoughts?
More from Podup
Do you like controversial marketing? Try seizing the narrative of trending topics to boost brand awareness.
Thanks to Squeez Growth for making this post possible…
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Quotes were pulled at different points of the episode. Sentences were left out to make the narrative more concise. Podup is not associated or affiliated with any podcast.