How to Know and Market Your Real Product

It's not a service or a tangible item: it's the idea that entices people. Your real product is the reason that people buy your book or t-shirt or recipes. People want the idea that the item or service represents. Do you know what that idea is? Because that is your real product, and that can be repackaged and sold in many different forms.

Let's say you sell make-up, all-natural, organic, made from minerals. It's very high-quality, and it's kind of pricey, but it lasts for a long time and it doesn't harm your skin. You think your product is make-up, so that's how you approach your customers. "Look at my make-up, it's better than anyone else's" is your basic message. It works for some people, but not for others. Some people don't care about make-up at all. Some don't care about spending more on make-up; they have weightier issues on their minds.

Take a step back from the tangible item and think about the idea it represents to the people who do choose to buy it. Even the ones who say they are simply interested in better make-up are interested in much more than that. They are interested in looking better, younger, sexier. They are interested in feeling more confident. They are interested in taking care of their skin. They are interested in being different than the average consumer. They are interested in treating themselves to special, high-quality products. They are interested in living a more environmentally friendly lifestyle.

Out of one little case of eye shadow, you have just pulled marketing material for several different groups. Now you need to move from selling your item to selling your real product: the look better, feel better, take care of yourself, be different, treat yourself, be eco-smart package of ideas.

You can focus on a single idea, or you can craft a statement or tagline that incorporates more than one. When you talk to customers, you need to discern which idea is the one appealing to them. Sometimes you'll be able to pick the right idea right away. Sometimes the only way you can know is by knowing your customers, by having real conversations in which you listen to what they say.

Marketing from your idea changes the way you build your website, design your flyers, and introduce your product. You're selling the same item, but you know now how to sell the real product.

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