Sure the headline, “Do you really want to sell your product?” is a bit of a dumb question, but it amazes me how many people get this very important thing completely wrong.
Your product must offer true innovation; it must be something that people will actually want.
What is its value? The first step is really evaluating if the product occupies a distinct niche.
No matter how innovative and productive the item is, it needs to grab the audiences attention in order to be sold. Companies need to be focused on interest and recognition.
When the consumer is at the shelves or at their computer deciding what to buy, the product needs to be able to market itself. All labeling and packaging must create a kind of mission statement which will have the consumer clear on what the product does.
People will not want to take too long to read about your product, therefore you should create and convey a message that is short, concise and to the point.
These days especially with people tightening their belts in a recession, it is of the utmost importance for the product to serve a real consumer call for the product. Convenience, and ease of use are some of the more important attributes of a successful product. Make sure it is wanted and needed, find their desire for the product.
Explain why your product will continue to be different. In a physical store or an internet store where a consumer has multiple similar choices, the advantage needs to be as clear and as enticing as it can be.
Packaging, ads, and coupons can say virtually anything, but a consumer has to believe what they are reading and the product is worth their money. Where does your credibility come from? Do they trust your brand? Are consumers in your niche willing to trust a new brand?
The product can be the most innovative product the world has ever seen, but unless the consumer can see it, they won’t know. How visible will the product be? Who is your audience and what is the best way to put your product in their line of sight?
The consumer must feel comfortable with the cost of purchasing and using your product. The cost in this sense must be justified and be seen as reasonable, if necessary do an offer with the sale of it.
After the consumer is exposed to, and even believes, your ad campaign and message, the product must deliver on its promises. Companies and individuals need to take the time to make sure their product will deliver results at least as well as the ads state.
Many companies can, and have, had a “one-hit-wonder” product, but in order to sustain the success of the product over a long period of time, companies need product loyalty. Even if the product delivers on its promises in the beginning, complacency will allow your competition to come back. Build loyalty to your product by continuing to stay ahead of the competition and you will find that a new household name will be very familiar to you.
Please understand that all the above steps weigh equally on your chances of a successful launch. The age-old saying that you are only as good as your weakest link is true. Even one risky area of the launch process can seriously detract form the value of the product.