You’ve got something to sell. The question is, how do you sell it? How do you find those magic words that are going to send people rushing out to buy your product or service?
This is a question that has been challenging ad writers and campaign managers long before the Internet even existed, at least as far as we know it today. How many times have you watched the TV, seen an ad for a new product and said to yourself after it was over, “Are they kidding?” And then this thing, whatever it is, turns out to be the next Coca Cola. You then sit there scratching your head and wondering how and why.
There are many schools of thought to this problem. Some people believe that if a product is good it will sell itself. Others believe that if you have a good enough advertising campaign you can sell anything. For those of you who don’t believe that, do you remember the Pet Rock of the 1970s? The thing sold like hotcakes. Was it worth it? What about the Box Of Air? Another big seller. What sold these worthless wonders was the sales pitch. And both of them were a doozy. By the same token, many good products or at least products with potential, never saw the light of day. Web TV, which was actually a great invention, was one of the 8 worst tech flops ever.
So, what’s the answer? How do you know if you have a good product and then how do you figure out the best way to pitch it to people?
The best way to go about doing this is actually the simplest. Take an existing product that is similar to yours, one that has been successful and see what it is about the product that made it so. Look at the product itself and then look at how the company promoted it. While keeping the basic parts of the ad campaign, try to add your own little twist to it in order to make it unique to YOUR product. This isn’t as easy as it sounds and requires a lot of thought. But by understanding the market you’re trying to reach, the product itself, and how others have promoted similar products, you should get a decent idea of how to start.
In the next part in this series, I’m going to go through designing a mock up campaign for a fictional type of a real product. This will give you a good idea of how to go about the thought process as the only way to really get the hang of this is to go out and do it. And while this design may not be for an actual product, the process that you will be going through will be identical to the process you would go through for an actual product. By the time you’re done with this series, you’ll have a sales pitch that can’t fail if you’ve got a solid product behind it.