if you’ve ever wondered about “giving people what they WANT (instead of NEED)”
… or …
what it means when people talk about “irrational passion”
… or …
why status or exclusivity or being ‘different’ are far more important in marketing than ‘usefulness’,…
… then have a look at the “Carolina Reaper”: officially the hottest pepper in the world:
it makes absolutely NO sense whatsoever to grow it (well, for 99.9999999999999999999999% of the population) because you simply cannot eat it.
It’s too hot for human consumption.
There are plenty of other peppers that provide a similar (or better) taste & aroma than the Carolina Reaper.
And yet … the Carolina Reaper is what people WANT.
Only this morning I was looking online for some “Pimiento de Padron” seeds at this site: http://www.pepperworldhotshop.de/ when I noticed that
- they have plants, not just seeds
- they have SETS of plants, and … drum-roll …
- the “hottest peppers in the world“-set (Carolina Reaper, Naga, and so on) was of course SOLD OUT!
The thing that’s in such demand that it is sold out … is the thing noone can eat!
So, going forward:
should you ever be tempted to tell your prospects why they NEED something … remind yourself:
doing the things they NEED to be doing is about as much fun as eating a Carolina Reaper.
People WANT to do stuff, …
… and it’s usually irrational, …
… more often than not the opposite of ‘useful’, …
… and if it enhances their status (as e.g. the “dude who has the hottest pepper in the world in their garden”) and shows they’re better (“harder! he can actually eat a tiny piece of Carolina Reaper”) than others, then they definitely WANT it.
There you go, the big secret of marketing wrapped up in the hottest pepper in the world
PS: and yes, I ended up buying a Carolina Reaper plant – Why? Because we have a poly-tunnel full of ‘boring’ (but useful) pepper-plants. But now I can ‘attract attention’ by saying ‘get your hottest pepper in the world here’ … and then sell the useful/edible peppers on the back of that!