Small Business Marketing: Catching up from last week, 5 traits of winning products
I had a blast in New York City with my son, and it’s taken a few days for me to decompress and catch up with work.
Today I’ll be finishing this month’s Seductive Selling Newsletter… tomorrow I have a client coming in for a day of consulting… and Friday and Saturday I’ll be working on some lead generating projects of my own.
We finished the 42-Mile Five Borough Bike Race without any problems. The weather was perfect for bike riding, and we met tons of great people and really had a perfect day.
And I am pretty sure we’ll be going back next year — this time, with my wife and hopefully our other two children as well.
And of course, we consumed like all tourists consume. I don’t know about you, but when I’m on vacation, I like to buy stuff. Not stupid stuff I’ll never use, but things that bring back memories of my trip.
So in honor of “consuming”… let’s talk about 5 traits winning products have. If you’ve ever stopped and wondered “Can I sell this?”, these guidelines will answer this question:
1. Your product must be something people want to buy.
Sounds stupid, but I can’t tell you how many people have come to me over the last 11 years with “new” ideas.
Contrary to what most people would think… if something is new and unproven, it’s usually not sellable.
There really are very few “new” things you can sell. It’s kind of like new music. For the most part, all the music in the world has already been written down. Anything else is just a variation of something that’s already out there.
On the other hand, if LOADS of people are already selling your product, that’s a good sign. It means there’s a HUGE marketplace for it, and all you need to do is come up with some clever marketing to corner your own little piece of that pie.
And that’s easy, right?
2. Sell something you can easily explain .
If you want to educate people, open up a university. If you want to sell stuff, make sure you can speak in plain and simple English, and then describe the hell out of what you’re offering.
Learning is just too much work for consumers.
3. Sell something that’s not too difficult to manufacture or distribute.
The thing you want to spend the most time on, is your marketing – simply because this is what usually gives you the greatest ROI.
Also, I don’t need to tell you, you can eat away TONS of profits with high manufacturing and distribution costs.
4. Sell something with easy access to your customers.
If your customers are hard to find, this is going to ratchet up your lead costs, dramatically. And it also usually means there may not be as big a market as you thought.
The best things to sell, are those things where you have easy access to your buyers, through a variety of media.
5. Lastly, try not to compete with stuff your buyers can get down at their local Walgreens, Target, or Barnes & Noble.
The more unique your product is, the more attractive it will be… and the more money you can get for it.
OK, that’s it for today. I’m not really back in the swing of things yet, and this is about all I can handle for now.
We’ll talk tomorrow — in the meantime, I have to clean up my office, it’s in shambles…
Now go sell something, Craig Garber
P.S. LISTEN to this: “As usual, Craig has you wide-eyed with wonder throughout the entire set of calls. He reveals copywriting techniques I’ve never heard anyone discuss before – and frankly, I don’t think anyone has discussed these things because I’d imagine there aren’t many people who are even aware of them. Once you understand how to stir emotions in your buyers – and you WILL know how to do this after listening to these calls – you can do things virtually NONE of your competitors can do.” Mike Miget – St. Louis, MO
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