© 2006 Dream Merchant • 2309 Torrance Blvd. #104, Torrance, CA 90501 (310) 328-1925 email: Jkm316@aol.com
The More Your Product is Seen, the More it Will be Sold.
By James F. Riordan
The more obvious a product's advantages, the easier and faster it will sell itself. Winning products are those which will be seen by large numbers of prospective buyers each time they are used.
A product that can be used in public, and for all occasions, will certainly be seen more than a product that is used only in private. For the purpose of this discussion, the WORST product is one that will normally be used in private, and will be used to relieve a condition the user isn't proud of (a good example might be hemorrhoid cream).
The user of such a product won't be likely to spread the word about how well the product works. Without people being able to SEE the product, and without word-of-mouth advertising, the product will require a much more expensive and extensive educational program. This can send costs skyrocketing and significantly prolong the product introduction period.
The ideal product is one that is CONTINUALLY USED IN FRONT OF MASS AMOUNTS OF PEOPLE and is being talked about favorably when it's not being used.
A product becomes visible through:
* Open use by consumers* Open displays in stores
* Samples being displayed outdoors in strategic locations (high traffic areas)
* Effective packaging
* Advertising
* Promotional events, trade shows, public demonstrations, contests, etc.
High visibility doesn't guarantee success but it certainly increases the probability of success. A product that is highly visible will usually have a shorter and less costly "product introduction period" and will usually have less complex educational requirements, since prospective buyers can learn from present users.
I once bought a barn-shaped storage shed from a man who hand builds the units on your land. His only advertising was the strategic placement, by the highway, of a few completed sheds. He simply hung a sign on them which read "This building for sale...Call..."
When I finally had a need for a storage shed, I immediately thought of him because his product had high visibility.
The above article was taken from James F. Riordan's classic book, HOW TO EVALUATE THE POTENTIAL FOR SUCCESS OF A NEW PRODUCT OR TECHNOLOGY. Riordan's highly-acclaimed, 36-point system is a valuable tool for inventors, product evaluators or anyone interested in the invention process. Each section is followed by a comprehensive questionnaire that can be used to evaluate your product.
The highly-recommended book can be ordered through the Dream Merchant, 2309 Torrance Blvd., Suite 104, Torrance, CA 90501. The phone number is (310) 328-1925.
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