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It’s the wrapping, not the gift

On the TOMS shoes website, there’s a whole section for wedding shoes:

TOMS offers shoes for grooms and brides

The interesting part: They didn’t come up with a new line of products, they just put all the black and white shoes on one web page.

By creating a new grouping of products, they appealed to a whole new category of customer without actually having to launch a new line of business.

You could do something similar. If you were a cupcake company, you could start offering birthday or wedding packages. Same cupcakes, different appeal.

Lesson: Instead of inventing a new product, try to group your products in a way that tells a different story.

P.S. Customers are probably already telling you about new and interesting ways they’re using your products. All you need to do is feature it.

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