The perfect marketing strategy for innovative products

30 November

A frequent problem

Do you remember the last time you bought a cell phone or a computer? You’ve probably had to compare dozens of models based on their screens, batteries, memory and even processing power. And it is also likely that, even after you bought it, you were not sure that you had bought the best one.

Unfortunately, this also happens to your customers. Potential customers may not be buying from you even if you have the best offer of all. This is because they don’t know you or, if they do know you, they can’t tell if you are better or worse than other brands.

This is even worse if you sell innovative or revolutionary products. Even if you have the best product in the world, many are not buying it because they don’t understand it. This is especially prevalent in digital products, as we have too little time to explain.

In other words: the more innovative your idea is, the harder it will be to sell it. Discouraging, isn’t it?

However, there is a marketing strategy to solve this problem. If you use it, it will be much easier for you to make people understand why your products are innovative and special. And of course, your sales will increase.

Stay with me until the end of this article to find out.

Text is king

Have you ever heard that expression before? In marketing we often say that “text is king” because of the importance of choosing the right words to say to potential buyers, especially knowing that they will only give us a few seconds of their attention.

Good ads are those that use the right amount of words in the most accurate way possible. The text must be rigorously concise, accurate and clear to be effective and increase sales.

The problem is that, if your product is innovative or has unique features, you will have to explain them somehow. On the other hand, if you devote too much text to the explanation, your product will be boring and no one will buy it. Innovative products live in this kind of paradox that can only be solved in one way.

Concept is king

When you want to explain your product and you can’t find the words, stop looking. Maybe they are not there. It’s time for you to get creative and start creating your own words and concepts Do you think I’m crazy?

Let me tell you the story of Astroselling, one of our clients, who was encouraged to embark on the path of creating a new concept.

The Astroselling case

Astroselling is a fantastic tool for businesses that sell physical products. It allows you to synchronize sales and stock from multiple marketplaces such as MercadoLibre, Shopify or WooCommerce. It is an all-in-one so you don’t have to open all the platforms in parallel and see everything in the same place.

To be honest, I think it’s an excellent solution, don’t you? Well, it’s so new that many people still have a hard time understanding it! And of course, you have understood this because you are reading this article. But imagine I have to explain all this to you in a Facebook ad.

Trying different ways, we could not be concise and clear at the same time. Finally, we gathered all Astroselling functionalities under a single name: MetaCommerce.

It was a revolution.

Now everything fit together: we created the concept of MetaCommerce and defined it as the discipline that studied Ecommerce and looked for technological tools to optimize it.

Instead of making ads looking to sell the product, our strategy was to sell a need. So, through ebooks and webinars, we explain to people what MetaCommerce is, why it is so important to apply it in their business. And of course, we told them how they could do it.

“Coincidentally” Astroselling became the best MetaCommerce manager in the world! (And for now, the only one).

The MetaCommerce concept is clear, concise, precise, impactful and memorable. In addition, it became much easier to refer to the platform, and even to feel close to it. Of course it took the creation of ebooks and webinars, but those who know the concept will never forget the Astroselling brand, and therein lies its value.

Thus, we created a concept that managed to sell a problem. A problem for which we already had the solution.

I want to teach you how to apply this technique to your brand. Stay until the end of the article to learn it!

How to create an innovative concept?

To create an innovative concept, the first thing you need to do is to think about your product: What is it? What need does it fulfill? How can you verbalize that problem? It’s very easy to explain if you have the time, but try to explain the problem your product solves in one or two sentences.

After you have finished, you must move on to the next level. Now you must summarize what you wrote in a single sentence with two nouns or adjectives. Some examples:

• The fastest computer
• The most flexible fabric

Or of course, you can get creative:

• Breathing in the forest
• Constant movement

It is clear that the more creative you get, the less what you write will be understood at first. But don’t worry about that now, “breathing in the forest” is an excellent concept if you sell an environmentally friendly, wild fruit scented cleaner.

Finally, compress your concept even further: make it clear what you mean in a single word. But don’t look for a word in the dictionary, it’s time to start crafting, and create your own concept. Look at these examples:

• Breathing from the forest: BioBreath
• Constant motion: HyperMotion

Now you can say that your cleaner uses BioBreath technology, or that the backpack you sell has HyperMotion fabric to make it comfortable to wear.

These concepts are invented, but that does not mean they are not real. Naming things makes them more tangible and easier to name. If something has a name, it connects more with people. And let’s face it, it sounds cooler.

My recommendations when you go to do it are:

1. If you can (and your audience understands) create concepts in English. In addition to sounding more professional, the English language allows for more play in creating new words.
2. Search for interesting prefixes and suffixes. You can often create amazing concepts by adding prefixes such as bio-, neo- or neuro- to pre-existing words.
3. In addition to suffixes, you can also add numbers or symbols at the end, such as “+”, “2.0” or “X”. You can create some words like Speed+, Gaming 2.0 or Laptop X.
4. You can also use cut-out acronyms. Do not use acronyms such as “J.N.F.T.” as it is easy to forget, look for more frequent words such as “S.M.A.R.T.”

Apply your concept everywhere

As a conclusion, you should not forget to include your concept everywhere. Include it on your website, in webinars, in ebooks and wherever else you can think of. Educate the public on the importance of using a BioBreath cleanser and your product will sell itself.

Remember: your concept must be clear, concise, accurate, impactful and memorable. Don’t underestimate this creative work, as it can take days to find the right words. But once you have them, you know it.

I hope you can apply this technique to your products and increase sales. I would be very happy if you do. In the same way, if you have a question you can write to me at diego@boomit.com.uy or if you want us to plan an integral marketing strategy for your business you can write to hola@boomit.com.uy.

Best regards and see you next time!