When you launched your company or introduced a new product, how much time did you spend making sure your story was something special?

By “special”, I mean that it has a differentiator that makes it unique. (Is that redundant?)

I often see new companies launch or existing companies introduce a new product and it seems as if the executive / marketing team from the company didn’t spend near enough time focusing on whatever it is that makes them truly special.

Instead, existing companies are often focused on finding a way to get more money out of their existing distributor base — which often does exactly the opposite because it creates a lack of focus. Look back in old blogs to see my thoughts on that.

And, new companies have something that they think has marketing / money-making potential. But, in fact, it simply is a new feature instead of a great benefit.

For example (and no disrespect intended to anyone with my examples), if a nutritional company introduces a new functional beverage and the big selling feature is that it tastes better or it has more antioxidants, is that enough to make the average consumer say
“WOW — I have to have that!”

Neither of those features feels special to me.

Taste is a matter of…. well….. taste. I may not like what you like. And, how many antioxidants is enough for me? Will I notice a difference and what impact might it really have on me? (ok – no health claims. I get it. I’m just trying to make a point)

When you ask people to consider your product, there’s a pretty good chance that you’re asking them to change a habit or behavior. And, one of the scariest things for most people is change.

An old axiom in sales states, “Fear of loss is a greater motivator than anticipation of gain” and I truly believe it for most people.

There is safety in making a decision NOT to change.

If I’m going to change from something I already use or buy on a regular basis, the benefit to changing better be VERY obvious and worthwhile to me.
I don’t even change brands of deodorant because the new one might not work as well as the one I already trust. (very important in Texas)
On the other hand, it might. I’m comfortable, so I’m not changing.

Yet, time and time again, I read or hear about a product that has some sort of intangible benefits that may not be anything I would ever care about.

Like you, I’m just an average guy looking at products for what they offer in terms of real benefits and excitement to ME.

Another example, taken from a current client – they offer a home service that, by switching to them, I will actually SAVE MONEY when compared to my existing supplier.
Will I switch to that? Why wouldn’t I? That’s a real benefit that I will feel almost immediately.
And, because it is such an easy and special story to tell, I can see the business opportunity for what it has to offer.

The term “category creator” comes to mind.

A few companies have actually created a product so unique that there is nothing else like it. More importantly, the products have benefits to the consumer that are easy to explain – making it a product that can be sold / promoted by normal people.

Sounds like a good direct selling product, doesn’t it.

When you are working on your story, a few questions come to mind.

#1 – Have you determined what you are THE best at? Do you have something so unique that others will have to play “catch up” to your efforts?

#2 – Does your product meet a need that will impress and benefit a wide variety of consumers? As a regular consumer, will I seriously consider changing a habit in favor of your product?

#3 – Have you worked on your story so that it makes sense to someone in the 6th grade – making it easy enough that the average person can understand and repeat it?

#4 – Are you focused? Instead of chasing the next product to add into your mix (often creating confusion), are you determined to make sure as many people as possible know how they can benefit from your product/ service?

In earlier blog entries, we talked about getting your message right — the critical first step toward creating a recruiting tool / system.

Get it right! Make it compelling! Make it special!

If you can’t, the battle only gets worse from here.