A Tale of Two Products

by Roy Paul Prosise on December 4th, 2015

​New product ideas have a little Twain paradox in it. New products are easy to sell. New products are hard to sell. For a new company with a new brand and a new product, it can be the best of times and the worst of times.
The double-edged sword is that consumers want to buy the next new thing on the market, but no one can buy a new product if they do not know it exists. New products are fresh and trendy. New products are cool! And still, nobody will know why they need or want to purchase your new product if you do not educate them. It is expensive to tell your story to consumers. Marketing, PR and advertising campaigns are like running for presidential elections: You can throw a lot of money at it and still not get into the White House.  Do not just build it and hope they will come! Launching a new product is a system of moving parts. For example, you need market validation before your go all in with mass-manufacturing and marketing, but how much marketing should you spend for a what volume of sales? At some point, you will have to stop dilly-dallying and make a decision or somebody else will bring your idle product idea to fruition. Only when you go all in, can your brand get the exposure and recognition required to generate the buzz and sales and success that you envisioned. It is absolutely an art to making new product ideas come alive. Be warned, you can get cut if you don’t do it right!

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