Creating Publicity For Your Product
What is a product without some hype? Nothing. You want people to take notice of your product. You want them to WANT your product. But unless you do this in a creative and effective way, your product will be a flop and then it’s back to the drawing board for your business!
Publicity doesn’t have to difficult, but you will have to take proper steps to ensure that it is a success. The first thing you have to do is decide who you are trying to sell your product to: what do these people look like? What sort of problems may they have that your product is a solution to? How much are they willing to spend? These people will be referred to as your “niche” or target market.
Once you know exactly who you are going to be trying to sell this product to, it’s time to come up with a unique perceived benefit for your product. Without this, your niche will have no idea why they should be even taking notice of your product, and they will completely ignore it. You have to tell the people why your product is better than that other product. You have to tell them what makes it special and why it is the best answer to whatever problem your potential customer may be having. A unique perceived benefit adds value to your product, meaning that it is more appealing and buy-worthy in the eyes of the customer.
TIP: The best way to back up your unique perceived benefit and your headline is to make your product completely “social proof”. This means adding testaments of satisfaction to your product, case studies, evidence of your product’s success, and using endorsements to add credibility to your product.
When you have come up with that irresistible unique perceived benefit, it’s time to start driving up the publicity!
It all starts with coming up with a headline that will capture the attention of your niche market so that they will read your sales letter, brochure, or advertisement. This headline is what is going to be used throughout your marketing campaign and for a number of different mediums to start hyping up your product. You should use a “multi-media” approach, meaning using as many different means of media to get your message across. Some mediums you may choose could be:
- Newspaper ads
- Yellow Page ads
- Radio or television ads
- Faxed ads
- Internet search ads
Think about who your target demographic is. How can you reach them the best? If your services are targeted towards a more elderly demographic, then newspapers or Yellow Pages may be a better choice. If you are targeting a younger demographic, then a website is an absolute must and you should make yourself transparent on the television as well.
Remember, you (or your product or service) do not have to be everything to everyone. It’s all about knowing who your niche is and then focusing on spinning your product so that it is absolutely necessary for everyone in that niche to have it.