Big Mouth Billy Bass and Brand Voice

Do you remember Big Mouth Billy Bass? From the late 90's?

The stuffed fish tacked to a wall plaque that when you walked by it lurched into the song Take Me to the River by Al Green?

I was thinking about Billy the other day (don't ask why...my brain goes to weird places).

According to Bettermarketing.pub, that dang fish literally sold itself. It was so novel, so hilarious, and so fun that the company, Gemmy Industries, did no paid advertising and still managed to make $100 million dollars in 12 months.

Why am I telling you this?

Because unless your product is Billy the Big Mouth Bass, chances are it won't sell itself.

But it's novel! It's groundbreaking! It's fun! It's unlike anything anyone has seen before! How could someone see my product and not want to buy it?

Because your product doesn't hang on the wall and sing hilariously ironic songs when someone walks by. It's not Billy the Big Mouth Bass.

Your product doesn't have a voice.

But you do.

Not just any voice will do. Your voice must:

• speak for your product in a way that's in keeping with your brand,

• talk about its benefits,

• persuade the right people that your product is exactly what they need,

• and of course, ask for the sale.

If you're a one-person company, your product's voice might very well be...well, your voice. But it still must stay consistent, and above all it must tell the right consumers why your product is so great.

Your product's voice is all about making a statement that gets you what you want: a purchase.

So the next time you think that your product will sell itself, ask yourself: is my product Billy the Big Mouth Bass?

If the answer is anything but yes, do your product a favor and speak for it -- stand up on a mountain and shout it over the valley, sing it out like you're in a Broadway musical, plaster it across newspapers -- just speak for it.

(And make sure you're saying the right things!)

Of course if you need help with what to say or how to say it, give me a shout out. I'd be more than happy to help.

P.S. I often speak about products on this blog, but if you sell a service, simply substitute "service" - the same principles apply.