Introducing New Products and Services

Because you only get one chance to introduce a
new product or service, it is critical that you make
the right impression on the right people.

Considering the mindset of your target audience
is the best way to find who the right people
are, and requires that you understand that
there are three different kinds of people in
your target market.

The first type are the early adopters, or the
Yes-to-New People. These are the people who quickly
purchase a new item because it is new. Perhaps you
know someone who seemed to own a Palm, Blackberry,
or i-pod before you had even heard of one. They are
likely Yes-to-New People.

Another group are the late adopters or the No-to-New
People. They won't buy a new product because it is
new. They don't trust something new even if it is
demonstrably better. The lesson here is don't waste
money on this group because they are the wrong group.
They will not be convinced no matter how persuasive
the message.

The place to focus is the Maybe-to-New People. The
good news is that these are the majority, occupying
the middle of the bell-curve. They want to know why
it's good, and they're wide-open to the reasons they
should own it. They'll pay attention to what your
marketing has to say if it interests them, but you've
got to roll up your sleeves to get them to buy it.

But realize this: They want to buy it.

Your product or service need not be the best, the cheapest,
or the most modern. But it must be exactly what your
hottest prospects want. And you've got to communicate
that fact in an unmistakable manner.

Once you determine who the right people are, you
make the right impression by being clear about
what your marketing is asking people to do and
persuasively detailing the benefits of taking that
action. Show them how others just like themselves
are already benefiting from it.

Like many of the tools, this tool presumes that you
know the problems that your audience is trying to
solve and how you solve them, that you have a
marketing plan and schedule, and you know how
you are going to routinely measure your results.

Does your marketing make it clear what you have,
why I want it, and what to do about it?

(c) 2005 Guerrilla Marketing Golden Rules e-zine

Steve Brewster
Business & Executive Coach
403.283.5706
steve@brewsterconsulting.com