Have you seen the recent Oscar nominated movie Joy? It is a biopic on a woman who builds a million-dollar industry only by selling her creation, the ‘Magic Mop’. There is a section in the movie where the protagonist visits the QVC to pursue its Executive for selling this mop. Although the board members roared out in laughter watching Joy promote her product, the Executive, however, liked it and allowed her product to feature in the ‘Celebrities Sell Entrepreneur’s Product’ show. Unfortunately, the first commercial failed because the celebrity was unable to connect with the viewers. But Joy decided to take the stage and promote it all by herself. She began to communicate all the wonderful reasons to use her mop, and explained how it can help clean anything, quickly. That is when her product was recognized and her ‘Magic Mop’ reached the epitome of success.
So, the point is, it is not only the product that is important. The idea behind it or brand positioning should be equally appealing. What is that one thing in your product that can separate it from the others in its category? What is that one ‘story’ about your item that you would want your consumers to know? And most importantly, WHEN and HOW Should you deliver these little pieces of information so that your target audience gobble it up like freshly fried chicken nuggets? Allow us to show you the way:
Moral of the story: You need to connect to the consumers emotionally rather bombarding them concrete ‘solutions’.
Moral of the story: It’s important for
your brand positioning that you weigh each of the word you speak about your product.
Moral of the story: smile and sell, yes that’s the age-old practice!
You know your product lexicon well, but your consumers are still unaware. So, stop using your jargons and untangle complex diagrams to make them understand the product. Follow the KISS policy: Keep It Simple and Stupid. Give yourself just 60 seconds to pitch your idea and if you find the consumers are still interested, keep the ball rolling and that’s, ladies and gentlemen, is brand positioning. Contact us for more information and we will tell you how to KISS. Mail us at firstname.lastname@example.org.