Turning the Ordinary into Extraordinary: A Marketing Lesson from “Liquid Death” for Service Businesses
When it comes to marketing, the secret sauce isn’t always about reinventing the wheel. Sometimes, it’s about taking something familiar and giving it a fresh twist. It’s not about creating something new—it’s about looking at what you already have and making it fascinating.
Take water, for example. It’s essential, as basic as it gets, and has been around forever. You wouldn’t think there’s much you can do to make it exciting, right? Yet, Mike Cessario turned water into a $1.4 billion brand by packaging it as “Liquid Death.” He didn’t just sell water; he made it bold, edgy, and unforgettable. The brand isn’t just about hydration—it’s about killing your thirst and breaking all the rules of what bottled water could be.
This is where the lesson lies. Just like Liquid Death transformed something basic into something extraordinary, you can do the same with your service-based business.
What This Means for Your Business:
Context is Everything – How you present your product or service matters just as much as what you’re actually offering. The right context makes your service resonate with your audience. It’s not about just “doing the job”; it’s about the experience you deliver.
Put a Bold Spin on the Familiar – Even if what you’re selling is “basic” or “routine,” a fresh perspective, bold branding, or a unique approach can make all the difference. Look at how you can reframe your service to make it stand out in a crowded market.
Make it Unforgettable – Liquid Death isn’t just a drink; it’s an experience, a feeling. Aim to create the same level of intrigue and excitement for your customers. You want them to think, "I need that," not just "I need that service."
How Service-Based Businesses Can Find Their Own “Liquid Death” Moment
The genius of Liquid Death is that it took something simple—water—and gave it a bold identity. This is something service-based businesses can apply to their own branding. The idea is the same: take what’s familiar and make it compelling.
Here’s how you can start:
Reimagine Your Service – What’s one aspect of your service that could be rebranded to feel new, exciting, or unexpected? If you’re in junk removal, for example, you don’t just offer junk removal—you offer “stress-free space transformations.” Reframe the process as a branded experience rather than just a chore.
Build a Memorable Identity – Like Liquid Death created an unforgettable brand around water, you can do the same for your service. Speak directly to your audience’s values. Are your customers eco-conscious? Emphasize your green practices in waste removal. Do your clients value time? Highlight how your service saves them time and hassle.
Tell a Story – People aren’t just buying a service; they’re buying into a solution. Craft your messaging to reflect the impact your service has on their lives. It’s not just about hauling junk away; it’s about giving them back space, peace of mind, and a fresh start.
Add Boldness to the Ordinary – What’s routine in your industry? Now, add a twist. It could be a bold tagline, a unique promise, or even a memorable touch to your branding. For example, a cleaning service could market as “Your Secret Weapon for a Pristine Home,” making it feel exclusive and transformative, not just another cleaning service.
Make the Experience Stand Out – The customer experience isn’t just about the job itself. Think about how you can surprise and delight before, during, and after the service. Personalized thank-you notes, follow-up calls, or exclusive discounts for future bookings create lasting memories and show your customers that you value them.
Bottom Line: Make the Familiar Unforgettable
The magic happens when you take something familiar—like a junk removal service or cleaning job—and make it unforgettable. Look for the story, the personality, and the unique traits you can build around your service. Whether it’s by reshaping your branding, rethinking your offerings, or adding that distinctive touch to your process, every service business has the potential to find its own “Liquid Death” moment.
Here’s to taking what you offer and making it something people don’t just need, but want to talk about. Make your service stand out, create an experience, and turn the ordinary into something extraordinary.✌️
Justin Hubbard
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