The entire foundation of most online businesses is acquiring unique products that target the appropriate audience. For many businesses, launching a new product is what takes them to the next level. A successful launch can mean as much as double or triple your normal amount of business. That said, to get that kind of results, you need to manage your launch well.
While the launch process is fairly standard, it has to somehow stand out amid other product launches. This uniqueness is born within the actual product. Having unique products can completely alter the success of product launches. However first, it’s important to understand the difference between average products and unique products. You want to find ideas that will make customers want to buy.
A good service or product caters to your target audience. In addition, it fits your ‘ideal customer’ perfectly. This means it addresses some of their most challenging pain points. It not only brings clarity and direction through step by step processes, but it provides ample support while the customer is using the product/service. Most importantly, the end result is what the customer expected.
A Unique product does all of the aforementioned and goes beyond. Firstly, it clearly identifies benefits in the marketing process before the customer even purchases. After purchase, the product/service not only delivers everything included in the marketing process, but it delivers the benefits in a way that is completely different than all of the competitor products.
Find YOUR Unique Products
The first step is to come up with either an entirely unique product, or a product that’s similar to other things on the market but with a unique slant. You don’t have to reinvent the wheel for this. You actually want to study your niche and figure out exactly what sells. In order to do that, you need to conduct Cyber Espionage. This will tell you who your audience is, what they like and even allow you to find sample ad copy and products that are already selling.
From your spying, you need to completely understand who your audience is, what their pain points are, and what they need. Many times, your potential clients cannot discern their exact needs. You need to know them inside and out so that you can help them gain clarity and know where to begin.
Now you’re ready to look at all of your findings and find a product that fits your business. You never, ever want to copycat. You take a product that you know your audience needs and incorporate your brand into a new and improved version of the product. Use your talents and strengths to build on what’s out there selling so that the finished result is unique to your brand.
Develop Your Unique Selling Proposition
Knowing exactly what your uniqueness is in regards to your products and services is paramount. Your USP is what helps you develop unique products. There’s so many reasons you need to have a USP, but here are just a few:
- It’ll save you tons of time and money going after the wrong customers.
- It helps you reign in your focus so you know exactly what to deliver that’s actual value for your clients.
- It enables you to incorporate the right wording that attracts your customers and their interests.
- It’s what describes the overall perceived value of your business in a quick, easy 1 or 2 sentence summation that you’ll use over and over again.
- Developing your USP will give you a start on building your product so that you have an idea where to begin.
Instead of explaining this and risking confusion, the fastest way to establish this is from Peter Sandeen. He’s an expert in Unique Selling Propositions and has a quick and easy method that will help you establish yours in about 10 minutes. Look for the download in his article.
After you’ve developed your USP, you will begin to see how you can take your newly found product ideas and approach them from different angles in order to increase the benefit and combine your brand’s focus. This is the point, in product development, that it becomes fun, especially if you’re a creative person. Ideas for unique products will fly and your excitement will build. This post mainly refers to your main, or core product, however it’s a good idea to apply this to all products in your funnel, from your lead magnet to product extensions.
Clearly State the Product Benefits
You will need anywhere from 3 to 5 very clear, concise benefits for marketing. These benefits must fit the pain points your target audience battles. You really have to hit these accurately, so make sure you’ve done enough Cyber Espionage so that you have between 3 and 5 benefits your target customer will experience. The best way I’ve done this is to picture potential customer asking, “What’s in it for me?” Spend some time developing this. Word your benefits using the terminology your target audience can relate to.
Make sure you only focus on what they’ll get. Leave out the modality, the process, the tools and the features. This should be 3 to 5 statements telling them exactly what they’ll gain from purchasing your product or service. Also, be specific to their problems. In other words, don’t just say, “Make more money.” That’s too vague. Say something more like, “Remove your money blocks,” or “Gain targeted leads.”
Just a heads up: as you build your product, ideas will come up and it will evolve. This is normal. Most people who develop unique products change several times during development. As a result, the finished product may not match your USP. You may find some additional steps, which increase or alter your original benefits in your USP. You can go back and revise. Just make sure that you’re very clear and able to articulate these benefits in a manner that evokes emotion, urgency or need in your ad copy.
The Next Step
The next step is to take your benefits, divide them into sections or modules and begin building your product. If you like, you may want to begin building excitement and doing some pre-marketing such as drafting email sequences, keyword research and landing page design. There will be more information on product development and product launches in the future.
Want to get it right and go step-by-step? Neurogoals teaches you everything you need to know. Classes are small and only a few times a year. Click the live link for more information or to be notified of the next session. In the meantime, never give up, never give in, and always, always, pull from within!