🤔 Did you know…
Back in 2016, Judy Edwards had a crappy problem…
Constipation.
To reduce straining, her doctor recommended she elevate her feet while using the restroom. So Judy’s son Bobby built his mom a toilet-shaped footstool.
Fast forward to 2021: Squatty Potty was acquired for $24.1 million.
What happened between 2016 and 2021? A sh*t ton of smart stuff đź’© (pun intended)
​
Keep reading to learn more…
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Imagine this…
You’ve tried laxatives.
You’ve tried drinking so much coffee you felt like the Energizer Bunny.
You’ve tried filling your diet with fiber-rich foods.
But no matter how many beans you eat…
You’re still struggling to poop.
You’re way too embarrassed to talk about this with someone you’ll EVER have to see again.
So you head over to Dr. Google to search for answers.
That’s when you see it: A toilet stool that promises to help you go #2. And all you have to do is tuck it under your toilet and put your feet on it.
Sold! Goodbye, beans!
When it gets delivered the next morning, you can’t wait to try it.
Then you sit back, prop your feet up on the stool, and before you know it… Sweet, sweet relief.
Just yesterday, you didn’t even know this product existed. Now, you’ll never go to the bathroom without it again.
Why on earth did you buy a product called “Squatty Potty” to begin with?
In today’s special edition of Why We Buy 🧠, we’ll explore a well-known company to see how they use buyer psychology principles in their business.
This week we’re diving into Squatty Potty—the company that became #1 at helping people go #2.
Let’s get into it…
🤑 A Look Inside Squatty PottyÂ
Since about 12% of the human population deals with constipation, you’d think the Squatty Potty would be an instant hit.
But while the Edwards family had developed a solution to a VERY common problem, the issue was…
No one wanted to talk about pooping.
Poop problems are embarrassing. So Bobby started sending health bloggers free Squatty Potties to jumpstart the conversation.
That got people talking all right—massively influential people like Howard Stern and Dr. Oz. Which naturally helped make the taboo topic easier for the public to digest.
And helped the Edwards family get on Shark Tank, where they generated $1 million in sales within 24 hours of appearing on the show. 🤯
Today, more than 8 MILLION Squatty Potties have been sold, with about 20% of their sales coming from word-of-mouth.
Let’s explore how Squatty Potty turned a taboo topic into a product people can’t stop talking about.
🧠How Squatty Potty Uses Buyer PsychologyÂ
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​Humor
Why use boring celebrities or ANY human to market your product when you can use Dookie the Unicorn?
Y’know—the one that poops ice cream.
Squatty Potty partnered with the brilliant Harmon Brothers to create this unconventional ad campaign that wasn’t just for sh*ts and giggles.
It also educated the audience on the issues with conventional toilet posture and how their product helped eliminate them (hehe).
By cleverly using humor to address an uncomfortable problem, the campaign went viral and has racked up 400+ MILLION views today.
But the dead-serious part? It skyrocketed online sales by 600%.
Dang, Dookie!
Co-created by Katelyn Bourgoin & Phill Agnew
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​Problem framing
Squatty Potty changed the way we think about constipation.
They explained how colons work and educated potential buyers on the puborectalis muscle, which holds waste in.
But squatting helps relax that muscle so pooping is not only easier and more comfortable but also quicker.
By illustrating the potential health issues—and discomfort—linked with traditional toilet posture, Squatty Potty effectively framed their product as a necessary solution.
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​Authority
Finding a tried-and-true product in the natural health world can sometimes feel like searching for a needle in a haystack.
So Squatty Potty combatted this issue (and stood out in a saturated market) by highlighting their product is recommended by doctors.
They even have a Medical Advisory Council and list studies that support the use of Squatty Potty on their website.
By leveraging endorsements from medical professionals, Squatty Potty instantly reassures consumers their product is safe and effective.
​🤔 Thinking About Your ​Business
The Edwards family took an uncomfortable problem and turned it into a buttload of cash—all within ~10 years.
But odds are your product or service isn’t colon-related, so you don’t have to overcome the embarrassment barrier in order to sell more.
That makes it waaaaay easier for you to apply the marketing brilliance Squatty Potty has used to your own business.
Ask yourself…
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​
Q: How can we be funnier?
People connect with people. And one wildly effective way to spark that connection is by using humor.
But that doesn’t mean you have to force the issue or transform into a “funny brand” overnight.
Look for ways you can naturally sprinkle in humor—whether in your social posts, product descriptions, or weekly emails (to name a few).
​
Q: Are you clearly describing how you solve the problem?
Squatty Potty addressed a complex problem and made their solution extremely easy to understand (and in very few words).
Remember—clear is better than clever. How can you make the problem AND how you solve it so simple even a 5th grader could understand it?
Get that down, then add your own personality to the words.
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Q: Are you leveraging authority?
By associating their product with medical professionals, Squatty Potty got the critical stamp of credibility added to their stool.
That stamp alone makes consumers more likely to try it.
How can you associate with authoritative figures in your space to lend credibility to your product or service? Better yet, how can you BE that authority?
đź’Ą The Short of ItÂ
The Edwards family had a great product but an even greater problem.
They didn’t let that stop them, though. They cleverly found ways to get people to overcome embarrassment and put the Squatty Potty under their toilets. And more than that, to tell their friends and family about it.
So if you wanna sell more?
Get people talking.
Until next time, happy selling.
P.S. Wanna *really* get inside your buyer's head?
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