The 10 Questions
- Does it have unique features? You can’t roll out the “same-old, same-old.” Your product has got to have a cool new look that’ll make the consumer sit up and take notice.
- Does it have mass appeal? In other words, is it something that will sell to the stay-at-home mother of four as well as the seasoned fisherman?
- Does it solve a problem? Think of something around the house that’s troublesome and invent a solution. If your product doesn’t solve a problem, you’ve got a potential problem – consumers aren’t as likely to buy it.
- Is there a powerful offer with a supportive cost of goods? The time-tested pitch– But wait, there’s more! – is a proven winner. The key is great value at the right price. In today’s world, people immediately check the Internet for the same product at a cheaper price.
- Can you easily explain how it works? There has to be an easy-to-understand explanation of how and why your product works. Get your elevator pitch ready. If it takes a college degree to understand the pitch, it’s too complicated. You only grab people for a couple of seconds – so you have to tease, please and seize the consumer.
- Is there a magical transformation or demo? Before-and-after spots – showing easily noticeable differences – are powerful marketing tools.
- Is it multifunctional? Think like your competitor. If you come out with a product that has just one function, your competitor can steal your thunder – and your sales – with a similar product that offers more functions.
- Is it credible; are there testimonials? An “actual customer” promo is ten times better than any “actor portrayal.” Real people offer real results. But you should also seek out professional testimonials from industry associations, doctors and other “experts” in your industry to further build your product’s credibility.
- Are there proven results? Be prepared to back up your claims with unshakeable success stories or scientific studies, including third-party clinical studies or reviews from product-testing labs that support your claims.
- Can you answer the questions the viewer is thinking? You must be prepared for any and all questions that could arise over your product. Put yourself in the shoes of consumers, and think of all the questions they could ask.
If you answered YES to all 10 of these questions, you’ve got yourself a product that’s so solid you won’t even need a celebrity endorser to make it fly off the shelves.
Source: Kevin Harrington from Forbes