As the owner of your business, you are probably aware of why there is a need for your product in the marketplace. To you, the demand for this product is obvious, and you can’t conceive why anyone wouldn’t want to buy it. However, unless your selling something that is completely necessary, you may not realize that not everyone shares your unique vision. In order to bring customers around to your business, you’ll need to educate them on why they need your product. They might not see it themselves, so you can’t afford to leave it up to chance. This education can take the form of various methods of advertising, or a one-one sales pitch if you have a high-ticket item. Whatever the case, it is important to have your customers understand what your product is, and why it should be as important to them as it is to you.
One good way to get the word out about your product is to first convince respected members of the community about the need for it. If you’re selling a particular brand of toothpaste, for example, your first target might be dentists. If you can convince them of the need for your specific brand, you have won half the battle. If they are truly convinced, they might pass on this information to their patients. That kind of seal of approval comes without reproach and without argument. If you could convince one of these dentists to go on the record and perhaps give your product a public endorsement, so much the better. Nothing would look better on an educational brochure than the signature and endorsement of a licensed professional. This goes not just for toothpaste and dentistry, of course. Take this example and apply it to the product you’re trying to sell. If it’s quality, half the battle is won.
Another good way to inform the public of your product’s worth is to participate and even contribute to the funding of public events such as fundraisers and telethons. Companies rarely sponsor these types of events out of the goodness of their charitable hearts. That may play some of the role, but these companies realize that having their name linked to a nonprofit event or association is a powerful method of creating goodwill in the public’s eye.
The best advertising makes a customer feel that they can no longer live without a certain product or service. A good example is the Ipod, which has made many loyal customers wonder how they lived in the past without thousands of songs at their finger tips. Apple used their advertising to make this connection happen, and it’s your job to create the same connection with customers. Whether you can do it through traditional advertising, SEO, community services, or another advertising method, it must be done to make your product successful.