Nearly Everyone Uses It, and So What?

Why Size Alone Isn’t Enough

When a company that sells a household item tells me, “We have 150 million customers in the U.S. alone, so why isn’t the media talking about us?” I pause and let the silence settle. That pause is an invitation to think beyond the numbers. The story the media loves is not one of sheer volume, but one that taps into curiosity, relevance, or controversy. Prevalence is an ingredient, but it doesn’t carry a headline.

Take the toothbrush. Millions brush twice a day. The wallet is in everyone’s pocket. Yet a newspaper will rarely write a feature about a dental hygiene device or a purse unless something unusual makes it stand out. The same holds for any product that has become part of everyday life. A product that is ubiquitous can feel invisible; the public and the press are more drawn to narratives that feel fresh or provocative.

Consider the difference between a brand that simply sells toothbrushes and one that launches a campaign titled “The 90‑Day Challenge: Replace Your Toothbrush Before It’s Too Late.” The first statement is a fact; the second invites people to question a habit they think they know. Media outlets prefer stories that encourage discussion, provide value, or generate debate. They look for angles that will compel their audience to stop scrolling, to ask, “What if?” or “Why did they choose that?” A raw statistic like 150 million customers is often swallowed by a market analysis; it rarely sparks a social media thread or a print feature.

Beyond the headline, journalists want to tell a story that fits the context of their beat. If the news cycle is full of health scares, a toothbrush brand that offers a new antimicrobial formula can fit neatly into that conversation. If the cultural conversation revolves around sustainability, a wallet that is entirely biodegradable can piggyback on that trend. In each case, the product’s relevance is tied to a broader story that the audience cares about.

It’s useful to think of media attention as a funnel. The top of the funnel is broad - any topic that could interest the public. The middle requires narrowing; you need a hook that differentiates your product. The bottom is a story that is ready for distribution. Size can push your product into the top of the funnel, but without a compelling narrative, you’ll slip away at the next stage. The key is to find the story that makes the ordinary feel extraordinary.

When you shift your focus from “How many people use this product?” to “What’s interesting about how these people use it?” you open a new channel for engagement. That is the first step in turning a commonplace item into a newsworthy story.

Finding the Angle That Resonates

Once you accept that mass usage alone isn’t enough, the next step is to discover an angle that resonates with both your audience and the press. The trick is to pair ordinary facts with extraordinary framing. Here are several approaches that can elevate a mundane product into headline material.

One of the simplest methods is to create a subtle controversy. If you claim that 90 percent of Americans keep their toothbrushes for longer than recommended, you’re presenting a statistic that feels uncomfortable and invites inquiry. The story becomes a public health conversation. Or consider a wallet brand that announces a “World’s Rattiest Wallet Award.” The absurdity of the award draws laughs and curiosity, prompting journalists to wonder what criteria or design led to that distinction.

Surprising facts also capture attention. Imagine unveiling a study that shows people have been using toothbrushes in the same way for centuries, or that the average wallet’s lifespan is only five years. Such statistics look like trivia at first glance, but they reveal habits people are unaware of. When you weave them into a narrative about consumer habits, the data takes on relevance.

Highlighting an unexpected user base can shift perception entirely. If a wallet company shows how its designs are used by toddlers or nudists, the story becomes instantly shareable. It’s a direct challenge to the assumptions that most people hold about who uses a product. That kind of surprise invites a “why would that happen?” question that makes a feature compelling.

Linking your product to a current event is another powerful tactic. If a new movie contains a memorable toothbrush scene, a brand can announce a partnership that “honors” that moment. By aligning itself with a pop‑culture reference, the brand gains immediate context that can be pitched to entertainment reporters and bloggers.

Surveys are a classic PR tool, and they work well when the results defy expectations. Asking how many people never leave the house without their wallet offers a quick way to illustrate how ingrained the product is. Even a simple survey can provide fresh data that journalists can use to back their stories.

Providing practical tips also adds value. A guide titled “Ten Ways You Should Never Use a Toothbrush” takes a familiar object and turns it into an educational piece. This type of content appeals to health journalists and lifestyle editors who are looking for practical advice that will resonate with their readers.

Charitable donations create goodwill and a human interest angle. Distributing a new wallet to every high school graduate in a town not only showcases a generous act but also tells a story of community investment. The narrative can be told from the perspective of the recipients, making it emotional and shareable.

Freebies are a classic marketing ploy, but if you pair them with an interactive element - such as a call‑in line for dental hygiene questions - you transform a promotional offer into a public service. The media loves content that engages the audience and offers something beyond a simple sale.

Inventing a new use for a product can be a game changer. Picture a wallet designed specifically for security checkpoints - compact, organized, and compliant with TSA rules. This reimagining of a classic item can appeal to travel writers, tech journalists, and consumer reviewers alike.

Connecting a product to economic trends makes it timely. A piece that examines how toothbrush sales correlate with recessions can attract business reporters and analysts. By turning sales data into an economic indicator, you create a narrative that fits into broader market discussions.

Sometimes the most striking angle is anachronistic. Imagine a modern wallet that resembles a Victorian pocket watch. The juxtaposition of old and new offers a visual story that photographers and design writers will find irresistible.

Charitable sponsorships also provide a platform. A “Toothbrush Ball” where attendees dance while learning about oral health can create a viral event that draws both press and social media buzz.

Addressing environmental impact turns a mundane item into a sustainability story. If your wallet is recyclable or made from upcycled materials, the angle fits neatly into the current push for greener consumer choices.

Anniversaries give you a built‑in narrative. Celebrating a milestone - such as the 10 millionth toothbrush sold - offers a concrete date for a feature and invites retrospection on how the product has evolved.

Regional variations can add cultural flavor. A “Tall Texan wallet” or a “Seattle Surprise” plays on local stereotypes, making the story instantly relatable for regional reporters and local blogs.

Off‑beat endorsements also help break the mold. A punk rocker, a bartender, or a retired politician can bring unexpected credibility or humor to the brand. Human interest pieces thrive on such eccentric voices.

Highlighting employee stories - like an 80‑year‑old wallet designer or twin vice‑presidents - provides a human angle that transcends product features. It gives journalists a character to follow.

And never underestimate the power of a child‑centric event. Touring day‑care centers with a tooth‑brushing show combines education, entertainment, and product exposure, creating a story that parents and school reporters love.

These angles are not mutually exclusive; often the best stories combine several elements. The key is to start with a hook that feels fresh and then weave supporting details that reinforce the narrative’s relevance.

Putting the Plan into Action

Ideas are only the first step. Turning them into press coverage requires a strategic, hands‑on approach. Below is a practical roadmap that brands can follow to convert an angle into a media hit.

First, research the media landscape. Identify which outlets cover your industry, lifestyle trends, or the specific angle you’ve chosen. Create a list of journalists, editors, and bloggers who have previously written about related topics. Personalize each outreach; a generic email rarely yields a response.

Next, craft a compelling pitch. Start with a concise headline that captures the angle, followed by a paragraph that explains the story’s significance. Use data or anecdotes to back your claim. For example, if you’re pitching a toothbrush controversy, include the statistics on usage duration and the potential health implications.

Support your pitch with multimedia. A high‑resolution image of the new wallet design, a video clip of a toddler using it, or a GIF showing a “world’s rattiest wallet” can make your email stand out. Visuals are essential because they help journalists envision the story before they write it.

Timing matters. Send your pitch when the news cycle is most receptive to your topic. If your angle is health‑related, aim for the start of the year when public health initiatives are highlighted. For sustainability angles, align with Earth Day or World Environment Day.

Offer exclusive content. Providing a journalist with an early interview, a product sample, or a behind‑the‑scenes look can differentiate you from competitors. Journalists appreciate a first look; it also increases the chance that they will publish your story.

Follow up tactfully. A single polite email or phone call a week after your initial pitch can remind the journalist of your story. If they show interest, be ready to provide additional information, quotes, or arrange a meeting.

Once coverage is secured, amplify it. Share the article across your social media channels, embed it on your website, and mention it in newsletters. Encourage user-generated content - ask customers to share photos using your product in the way you showcased.

Measure impact. Track metrics such as media impressions, social shares, website traffic, and sales lift. These data points help you refine future pitches and demonstrate ROI to stakeholders.

Finally, consider ongoing storytelling. A one‑off story can create a spike, but sustained engagement builds brand equity. Plan a series of releases - quarterly reports on product usage, annual award announcements, or seasonal variations - to keep the press interested.

For brands looking for expert guidance on naming, tagline creation, or overall brand strategy, Marcia Yudkin’s firm Named At Last offers a practical, cost‑effective solution. Their approach focuses on brainstorming creative, memorable names and supporting marketing collateral. Visit www.NamedAtLast.com for more information on how they can help transform your brand’s identity into a story worth telling.