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	A Lesson From The Disposable Diaper Industry

	by Marnie Pehrson

As I changed yet another diaper this morning, I started to wonder just how many of these things I've changed in my lifetime. Being a mother of six, I figured it was quite a few. So I pulled up the calculator and quickly determined that the average child goes through 3,900 diapers from birth to 2.5 years. So far I've changed at least 19,500 diapers and by the time our 6th baby reaches 2.5 years, I will have changed 23,400 diapers. Can you imagine how many disposable diapers get sold in the U.S. alone? The number has to be astronomical. Now that is a SECURE business to be in! What makes the disposable diaper industry so secure? What lessons can we learn from them?

GET YOUR CUSTOMER HOOKED

Who in their right mind would go back to cloth diapers after the CONVENIENCE of disposable? Not I! How can you make your product or service so irresistible that once your customer tries it, they'll never go back to their old way of doing things? Create a list of amazing BENEFITS that customers are getting from your product or service and really drive them home.

TARGET YOUR NICHE

The niche is obvious with disposable diapers. Is your target prospect as clearly DEFINED? It should be. If you don't know who will buy your product, how can you effectively reach them? Knowing your customer makes marketing cheaper too. Is it more economical to put a diaper ad in Time or Newsweek, reaching thousands of people who don't even have babies -- or to put your ad in Parenting magazine and reach only the people who will buy your product?

GO FOR REPEAT BUYERS

How can you get people buying your products and services over and over again? What about a monthly MAINTENANCE plan or a monthly SUBSCRIPTION? What about add-on products? Gotta have those diaper wipes to go along with the diapers. How can you keep your customers buying over and over again? Think about ways to combine products and services, to get your customers set up with regular appointments, and to stay in touch with clients so they don't drift off after one purchase.

DISTINGUISH YOURSELF FROM THE COMPETITION

Diaper brands are notorious for developing new technologies that are supposed to increase your child's comfort, stop leaks, make moving around more comfortable, and prevent diaper rash. Now is there really that much of a difference between Huggies, Luvs, and Pampers? Not necessarily -- but it only matters that customers PERCEIVE a difference. My baby can somehow manage to wet himself so that his clothes will be soaked but the diaper is dry, so you can bet I'll pay a buck or two extra per bag of diapers to get a brand with "ultra leak guard." Think the same way within your industry -- what do you offer that would encourage a client to use your services rather than the next guy's? Why is your company BETTER? And how can you get that message across more clearly?

UNDERSTAND THE POWER OF NUMBERS

Play with pricing until you find a level that gives you the maximum PROFIT. Is it better to sell fewer of your products at a higher price or to sell more products at a lower price? This will be different for every business. For example, if you are a consultant and have a limited number of HOURS available to sell, then dropping down to a rock bottom price to go for quantity probably isn't the answer. But if you're selling diapers, well, those generic brands for $5/bag are awfully tempting to a mother of 6. A lower price is bound to increase the quantity purchased, and evidently that works out for the generic brand manufacturers.

LEARNING THE LESSON

So take a cue from the diaper manufacturers. Learn the value of repeat customers, get them HOOKED and keep them buying. Or just forget owning your own business and go to work in the diaper industry. :)

Marnie Pehrson is a writer, online publisher, and president of the International Association of Computer Professionals. She has owned her home-based business since 1990, and is a wife and mother of 5 children. Her internet communities may be reached from www.pwgroup.com or email her at .

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