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Pain is Good, How Marketing Made Me Smile and Buy

What an interesting title a few days before Christmas …

Well, it doesn’t have anything to do with Christmas really, but it has everything to do with marketing, and my love for hot spicy food. By the way, I’m terrible at sending Christmas cards even to my close friends, I always end up doing it in the very last minute. But when it comes to business I wouldn’t send a Christmas card unless it was different.

I told Bill in a comment on his brilliant does this pizza make my ass look big, that I love Tabasco on my pizza. And what I’m about to tell you, happened yesterday while I was out shopping groceries. I was still thinking about the comment from Carolyn, about a chain of restaurants called California Tortilla, where they have 100 different types of Tabasco sauce in their restaurants. And suddenly I discovered a section in my “local” store, shelves with groceries imported from the US. I couldn’t believe it. I’m not going to say anyting about the price, because it was unbelievable high, but I was in Tabasco heaven.

pain is good

While looking for a different type of Tabasco on the shelves, my eyes kept staring at a bottle. I hadn’t even picked it up, but just by looking at it from a distance, I already knew that this was the perfect hot sauce for me. I still haven’t tasted it, but just look at it for a moment. If you love hot spicy food, like I do, a sauce called pain is good, with an image of a man screaming, you know that’s just perfect.

pain is good and it's snowingYou’re probably thinking that I’m weird. And I probably am. But I’ve got a point to all this talk about hot sauces. This is niche marketing. When people are looking for something specific, a “very” hot sauce for instance, and we see this man obviously in pain and the title of the sauce is pain is good, many people will think like me; I’ve got to try this. Can it be that hot?

I might try it during Christmas dinner. I’m a vegetarian and I’m probably going to make some interesting burgers for dinner, and if I add some “pain is good”, Christmas dinner will definitively be more interesting.

I’ve already said that 2012 will be a very interesting year for me, and that I’m going to be focusing on earning money online, and probably look at niche marketing. I’m still not sure if niche marketing is the right thing for me. But, the more I think about next year, the more I believe that 2012 will be a fantastic year. Right now, I’m staring at the bottle and thinking that titles and images are even more important than I first realized. I didn’t know anything about this brand, and the title and the image was the only reason why I ended up buying the sauce.

But the thing is, no matter how important titles and images are, it’s all part of a business strategy. And that’s what I’m focusing on right now.

By the way, take a closer look at the image. Look outside the window, behind the bottle. It’s snowing. We’re having a white Christmas, and that’s fantastic!

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39 responses to “Pain is Good, How Marketing Made Me Smile and Buy”

  1. Raj says:

    So, did you taste it? How was it? Congrats on being a Vegan – I am one too… In fact, a lot of people in my place are Vegetarians. I guess we need to convert more people into our tribe πŸ˜‰ For the right cause πŸ™‚

    • Jens says:

      Hi Raj,

      I tasted it a few hours ago, and it was unbelievable HOT πŸ™‚

      I added it to some mashed potatoes and I started sweating right away. I understand why they added the name pain is good, because that’s exactly what I was feeling πŸ™‚

      That’s aweosme that you’re a vegetarian too. I don’t know many vegetarians in Norway, and it’s still kind of hard to get vegetarian food in restaurants. Keep converting… I’ll support you all the way.

  2. Martin says:

    Mysterious ways of marketing πŸ™‚ I’m sure you’ll like your new spicy sauce. Regarding Christmas cards, I agree – they have to be special; I personalized each card that I’ve sent to my clients according to their activities. I don’t know if I’ll have time to read your blog again this year, so I wish you now Merry Christmas and a Happy New Year!

    • Jens says:

      Hi Martin,

      I’d love to see one of your Christmas cards. Let me know if you have a copy online. What you’re doing is very interesting.

      Thanks a lot for your awesome comments, and I wish you a merry Christmas and a happy new year!

  3. Adrienne says:

    Well Jens, I won’t say you’re weird but I will say to each his own. I do not like anything hot or spicy. If it lingers on my tongue for more than 3 seconds, it’s too hot for me. Yikes!!!

    I hope you love it or maybe not since it’s obviously expensive. But I’m sure you’ll enjoy a little different taste this holiday season.

    By the way, I’m jealous seeing it snowing there. I’ve never experienced a white Christmas and we seldom get snow. When we do, it never stays on the ground.

    Enjoy your holiday, Merry Christmas and have a wonderful time with your family.


    • Jens says:

      Hi Adrienne,

      I love hot and spicy food, but I’m probably not as macho as it might sound. I remember when I visited an Indian restaurant with some of my friends. I ordered a very spicy vegetarian meal, and as soon as I tasted it I discovered that I couldn’t eat it. It was way too spicy for me. That’s what happens when I think I know what I’m doing πŸ™‚

      I love snow, and I’m happy that we’re having a white Christmas. It’s all lucky, because usually it’s raining, or just cold with the streets covered with ice, and that’s the worst kind of weather. Impossible to walk and impossible to drive πŸ™‚

      Merry Christmas to you too Adrienne.

  4. Bill Dorman says:

    And if you are man enough, you will pop the top and take a huge swig off that little bottle o’ pain………

    A friend of mine has a Mexican wife. We had a brunch at his house once and his wife, her mother and her grandmother cooked some traditional dishes. They also had some peppers. She had some Red Savina habanero[11] peppers that you definitely needed water with them, and lots of it.

    I thought you might find this scale interesting:

    I like spicy foods and will jump out and try the really hot stuff every once in awhile; but Tabasco is a good every day spice for me.

    Good luck in 2012; it will be interesting to follow your journey.

    And calling my post brilliant might be somewhat of a stretch, but I will accept the accolades……….:)

    • Jens says:

      I did taste the pain yesterday, and it was very hot and spicy. I added very little to mashed potatoes, and I started sweating as soon as I took my first bite of it.

      I’ve been to Mexico, and I tasted some really interesting dishes. I told them that I wanted hot, but I didn’t realize that hot in Mexico is very different from hot in Norway πŸ™‚

      The scale is interesting. I’m far away from the top, and usually Tabasco is what I like to be using on my food (pizza), but once in a while I add an extra hot spice to it. I’m going to be testing some new vegetarian dishes on Christmas Eve, that’s going to be interesting and spicy.

      Thanks a lot for all your support Bill, and hope you had a wonderful time with your boys at the restaurant yesterday.

      • Bill Dorman says:

        I had to laugh when I heard about you sweating; made me think of my Jackass story. Yes, I do believe Mexico hot is much different than Norway hot….:)

        We grubbed out at the BBQ place. Down in the south it seems they will fry anything. We also had fried okra and a fried pickle; they were actually quite good.

        Sweet tea in the south is just dark tea w/ lots o’ sugar and usually a wedge of lemon. I usually drink water with my meals however; mainly because I don’t drink enough water during the day so I can at least do it while I’m eating, huh?

        • Jens says:

          Now I’m curious, I don’t remember your Jackass story.. did you publish it on your blog? I’d love to read it πŸ™‚

          I’m terrible when it comes to drinking water. I drink a lot more Coca-Cola zero than water. I try to drink water to every meal but it’s hard.

  5. Ruth - The Freelance Writing Blog says:

    As a fellow vegetarian, I share your love of spicy food. My husband recently discovered a deliciously spicy hot mustard that I have been adding to EVERYTHING! I’m not sure I like it to the point of pain, but I do agree that sometimes pain can be appealing. And as we push ourselves to our potential, I think that pain has to be part of the equation. How do we weather challenges; overlook and integrate difficulty; manage pain constructively so that we can find the value and joy in life. All this from a hot sauce! See how inspiring you are Jens?

    I can’t wait to watch your journey for 2012! If you want to co-launch a vegetarian niche product, we should talk :-).

    • Jens says:

      I love mustard, and I buy all sorts all the time. I especially love the spicy ones. Yesterday I added a spicy mustard and a chili ketchup on my mashed potatoes. I can still taste it, still burning in my mouth πŸ™‚

      Co-launch a vegetarian niche product? That’s interesting. We could write co-write an inspirational book about being vegetarian in a non-vegeatarian world or something and publish it for the Kindle? Or something completely different. That would be awesome. Let’s keep in touch πŸ™‚

  6. Sergio Felix says:

    Hey Jens,

    I love it!

    I’m not a vegetarian (used to be though) but I certainly I’m a chili lover!

    I don’t know if you’re aware than eating chili releases endorphines into our bodies, thus making us feel happy!

    How crazy is that?

    I guess that’s why most Mexicans are always happy haha

    Hope you have a blast with your new tabasco sauce (those are hot even for us!) I have never seen that brand before so I’m eager to know how spicy it really was.

    In case we don’t speak again before the 25th, Merry Christmas and take care Jens!


    PS. The nearest I have been to snow is when I have seen it on mountain tops. Still something to cross on my bucket list. πŸ˜›

    • Jens says:

      Hey Sergio,

      I’ve been to Mexico, and the food was amazing. I especially remember being all macho and ordering hot and spicy food, only to discover that hot and spicy in Mexico is not the same as hot and spicy in Norway. Actually, it’s completely different πŸ™‚

      You should definitively visit somewhere with snow, but only for a few weeks. I’d stay in Mexico if I had the choice.

      Merry Christmas to you too, and thanks a lot for all your support.

  7. Carolyn says:

    Hi Jens, I was just over at Bill’s place and saw my response to your question about California Tortilla didn’t post, so I re-posted it and then headed here. Lo and behold, more hot sauce chat. Love it!

    Here is a link to Dave’s Insanity: Pick that one when you visit Cal Tort. It’s a number 10.

    I’m with Adrienne. Mild is a bit spicy for me on anything. I like to taste the flavor of food which is difficult when my mouth is on fire! But I respect those who can endure the pain. Well, maybe respect is too strong a word. Maybe I should say “wonder about their sanity.”

    Congratulations on winning Bill’s Sunshine award. You richly deserve it and could probably use some sunshine in Norway about now (see my post on the Winter Solstice).

    Congratulations also on having an American food shelf at your grocery store. I found a few places I could buy American food in England. Paying $12 for a box of Cheerios only sounds crazy if you are in the US.

    I hope you and your family have a truly wonderful and peaceful Christmas, Jens!

    • Jens says:

      Hi Carolyn,

      It didn’t post? Oh, I have seen it somewhere, but the most important part is that it’s there now. I have added California Tortilla to my list of restaurants to visit, and I could even take a trip to the US just because I love food.. I would have to make up another excuse though.

      Daves Insanity sounds awesome.

      Congratulations right back at you on winning Bill’s sunshine award. I’d love to see some sun. This time of the year it’s mostly dark outside, but with the snow, it’s a little more light.

      Merry Christmas Carolyn, and thanks a lot for your awesome support.

  8. David Britt says:

    “Pain is Good” is very unique title for new site.. It reflect the good and bad of internet marketing.

  9. olatoun-graceny says:

    I totally agree that pain sometimes bring a lot of gain. I am sure I will love the hot sauce, in my country my tribe is known for loving hot sauce, infact the expression on this guy’s face will bring in many sales… I think I will try out vegetarian diet next year, my hubby told me about the advantages and lower risk of cancer and all,I. Wrote an article about it. Congrat on your award. Enjoy your christmas and love to your wife and kids.

  10. Jens says:

    You would love the hot sauce. I am making Tofu steak marinated with lots of “pain is good” sauce. I can’t wait to eat it. It will hopefully be a huge success, or maybe a disaster :-9

    Merry Christmas to you and your family.

  11. Tram Tran says:

    Awesome artIcle, merry xmas

  12. Crystal says:

    I am interested in the affiliate marketing myself and have just started looking into that as a form of income. What I have learned is that if you want to make an income from affiliate marketing, then it will take time. Your site has to attract traffic and you are the one to get that traffic. This will mean advertising. Advertising on the internet means getting your site up there is in search engines. This takes time and could be more than six months to a year before you see a good return. Another way is to have your site in your signature line and start posting on forums that are relevant to your product. Building up back links is another step whereby you build traffic.

    • Jens says:

      Hi Crystal,

      You are absolutely right. It takes time to earn money online, and you need to keep working hard for many months and build relationships to successful people. You shouldn’t be working alone, that’s a lot harder.

  13. Angel Collins says:

    You are definitely right there Jens. When I go shopping at malls, I have this list with me but if I see some products with catchy names and packaging, I end up buying them even if it’s not included in my shopping list. Sometimes, trying it out works definitely fine. How does it taste? Did it give you some pain? Haha! Thanks for sharing. πŸ™‚

    • Jens says:

      Hi Angel,

      That’s what happens to me every single time I go shopping. I always go looking for new and interesting products, and if I see some, I always end up buying. But, if the product isn’t remarkable, I won’t buy it again πŸ™‚

      The hot sauce tasted awesome, and I have been using it a lot. I used it for the Christmas dinner, and I’ll be using it for the New Years dinner as well πŸ™‚

  14. Alicia says:

    I totally agree with you Jens. Images and Titles are really essential in marketing especially if you’re not yet popular in the blogosphere. It’s your key in persuading people to read your post and get high traffic. Sometimes if you’re blogging for a long time, you tend to neglect the basic rule in marketing wherein it could get you closer to your goals. It’s good to be reminded with this strategy. People may find this advise too cliche but for few people who’ve been blogging for a long time, this is really valuable.

    Merry Christmas and a happy new year!


  15. Ed Welch says:

    Hi Jens,

    I hope that you had a Merry Christmas and you will have a prosperous New Year.

    USP (Unique Selling Point) that’s what grabbed your attention. It did it so well that you were compelled to by the product. You Just had to have it.Marketing pure and simple. If we are going to be successful the we have to do the same. I too like hot spicy food. I haven’t had any for a while so my pallet has gone soft. Any way I’m leaning more towards less hot just spicy.

    To your success,


    • Jens says:

      Hi Ed,

      Yes, it’s the USP that grabbed my attention, and I’m really glad it did, because the sauce was awesome πŸ™‚

      I have been adding it to all my dinners so far.

      Happy New Year Ed.

  16. CarmelaJones says:

    I’m collecting this kind of bottle which contain a cool image’s! But this one is more cooler than I have.

  17. Jac Evans says:

    jens, by reading your post still i don’t know that what Carolyn’s comment…..? please tell me..

  18. Marco says:

    will this sauce go well with fried okra?

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