Skip to main content

Visit My Featured Affiliate

Follow Me on Bluesky

Marketing with unusual product attributes


David Sax wrote "The Revenge of Analog" describing some interesting aspects of marketing. He states that customers often discover novel advantages for products. These may seem silly and definitely were not in the minds of the creators of the products. These unexpected benefits often account for the emotional attachment users feel for products and services. 

Readers who prefer print magazine say they enjoy the sound of a page crinkling when they turn it. They also have a feeling of accomplishment when finishing an issue.

Board games players enjoy sitting around a table and connecting with other people.

There is a trend among photographers who have embraced refurbished Polaroid instant cameras. They have found value in the blurry unpredictability of the film now available for them.

These odd, unexpected advantages turn up in customer testimonials, focus groups and informal user recommendations or reviews.

Smart marketers don't highlight these qualities of an offering. It is not good advertising to put the designed product functions in the background. Usually that would seem bizarre.  

It is a better idea to sprinkle the odd benefits into testimonials, illustrations or detailed descriptions of the item.

Labels:

Comments

Post a Comment

Most Read This Week

Startup Success is All About the Captain

You’ve got a winning idea for a startup, right? You’re buzzing with excitement, picturing your product taking the world by storm. But hold on a sec! Before you dive headfirst into the entrepreneurial pool, let’s talk about the captain of your ship: leadership. Why Leadership Matters More Than You Think Think of a startup as a tiny boat navigating a choppy sea. Without a skilled captain at the helm, you’re likely to get lost, run aground, or even capsize! Leadership is the glue that holds your team together, guides them through the rough waters, and keeps them focused on the ultimate goal. The Power of Vision A great leader has a clear vision of where they want to go. They can articulate their goals in a way that inspires everyone on board. They’re not just dreaming big, they’re building a roadmap to get there. The Art of Motivation Startup life is a marathon, not a sprint. It’s filled with long hours, setbacks, and uncertainty. A good leader knows how to keep their crew motivated. They...
Post a Comment
Read more

Embracing the Face-to-Face Network

It’s easy to get caught up in the endless cycle of emails, messages, and video calls. But sometimes, the best way to build relationships and grow your business is to step away from the screen and embrace the face-to-face network. The Power of In-Person Connections While virtual networking has its place, there’s something special about connecting with people in person. The energy, the body language, the shared experience – these all contribute to a more meaningful and lasting connection. Finding Your Tribe Your local Chamber of Commerce, professional groups, or even groups that are not directly related to your industry can be great places to start. These groups provide a platform for you to meet like-minded individuals, share ideas, and build relationships. Virtual Networking: A Modern Twist Even in the age of social distancing, you can still experience the benefits of face-to-face interaction through virtual networking events. Platforms like Eventbrite and Meetups offer a wide range of...
Post a Comment
Read more