If your product isn’t all that different, how can you get people to buy from you? Look for the simplest possible improvement in the experience, not the product. Example: I buy Del Monte beans because I don’t need to mess with a can opener. It only takes one great feature to put you in the […]
When is the wrapping better than the gift?
September 15, 2014
Amazon gift cards come in this great metal gift box. Same gift card, much more impressive gift. Bonus for Amazon if the recipient saves the box and thinks about Amazon every time they use it. Presentation and packaging matters when your stuff is just like your competitor’s stuff. Change the game by changing how it’s delivered. […]
Show it, don’t say it
September 10, 2014
Check out this simple display in a toy store. The fun spinny toy is spinning, funly. It’s not sitting in a box on a shelf with all the other stuff. The manufacturer wins by helping its retailer do a better job of showing off the product. Lesson: Who do you need to tell your story […]
How to turn a problem into a benefit
October 26, 2013
When they started mass producing yogurt, it was difficult to blend the flavor with the plain yogurt. So they just squirted in the flavor first. Then some marketing genius declared “Fruit on the Bottom!” was a better kind of yogurt. The problem became the main selling feature. Another example: It’s hard to store and deliver furniture […]
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