EP3 : Wonderbra’s Hello Boys: whose bras were people actually buying?

Wonderbra paid for the fame, but the whole market benefited from it. If you were around in 1994, you’ll remember the Hello Boys poster. On the back of that campaign, lingerie sales in Britain went up 370% in a single month, but whose bras were people actually buying? Not always Wonderbra’s, and I see the small business version of that all the time. You write a brilliant post, people love it, they share it, and then someone books the cheaper provider down the road. So I’ll show you where the reason to choose you goes missing, and three things to do this week to put your difference into the words people repeat about you, starting with a Go Detective Mode® exercise that’ll take you less than ten minutes. 00:00 Guess how much lingerie sales rose in one month in 1994 01:01 Why this campaign is a fond memory of mine 01:50 Two almost identical push-up bras, launching in the same month 03:38 How the billboards were really aimed at journalists 04:42 What two weeks of posters bought in press coverage 05:01 Three reasons it worked: the wrong place, one job per channel, two easy words 06:29 Whose bras were people actually buying? 07:20 Why the reason to choose Wonderbra was on the poster but not in the phrase people repeated 08:24 What I’d have pushed for: a repeated line that says what makes you different 08:54 Hello Me, and being clear about who makes the purchase decision 09:35 Why Position comes before Message and Amplify 10:39 The small business version: the loved post that gets someone else the booking 11:09 Three things to do this week to put the reason to choose you into your marketing 12:23 The question to ask of every campaign, including your own Sign up to The Inevitable Success Edit, my newsletter: https://www.nikihutchison.com/the-sales-edit Connect with Niki • Website: https://nikihutchison.com • Instagram: https://www.instagram.com/nikihutchison • LinkedIn: https://www.linkedin.com/in/nikihutchison/ 👩‍💼 About the host Niki Hutchison is a marketing strategist with 25+ years of strategy experience, helping founder-led brands make their success inevitable. She has a degree in business, a Postgraduate Diploma in Advertising Strategy, and years of agency experience as a brand strategist. Her rule: she only teaches what's tried, tested and in active use with her clients and in her own business. 🎧 Follow the show so you never miss an episode. New episodes every Friday at 7am UK time. ⭐ If you love the show, leave us a rating or review and help other business owners find it. 📺 Watch on YouTube: https://youtu.be/0KmCd94WjHI #TheInevitableSuccessPodcast #MarketingStrategy #SmallBusiness