January 19, 2018

Launching a new product? Start with the story

Every product is released for a reason – it’s the ones that have a clear story and customer benefit that really stand the test of time.

When you launch and market a new product, it can be tempting to brag about its shiny new features. And why not? Your team has created something that will make your customer happier.

Yet believe it or not, features aren’t what sell your product–– it’s your story and how it affects the customer. When someone has a personal connection to a brand’s story, they’re far more likely to buy from it. Here are four simple ways to create that connection:

Focus on the “Why”

“Start with why” is a concept that launched author Simon Sinek’s empire. His TED talk on the subject has been watched over 36 million times. But if you don’t have 18 spare minutes, you can get the gist with this quote:

People don’t buy what you do; they buy why you do it. The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”

Put simply, people are more likely to buy a product when it aligns with their values. Make yours crystal clear, and your sales team will thank you.

TOMS is a great example of a company that puts its “why” at the forefront. Their founders didn’t just want to create trendy shoes. They wanted to prove that a company can have a huge impact, while also making a profitable product. Now, the brand has sold over 75 million pairs of shoes–– and given an equal number to children in need. How’s that for a reason to start with “why?”

Share your team’s story

Every product is a team effort. So give them some time in the limelight.

To highlight the contributions of everyone who worked on the project, publish a blog post that illustrates how you created your latest masterpiece. Your employees will feel appreciated, you’ll get press for sharing the details of your process, and internal folks will share the post. Everybody wins!

All users fall into one of three categories: someone who is dissatisfied with a current aspect of their life, imagines a better future for themselves, or fearful of making the wrong purchasing decision.

Aim to inspire

Now that your customers understand the reason for your product, they need to envision how your product will improve their life.

Doing this doesn’t have to be complicated. All users fall into one of three categories: someone who is dissatisfied with a current aspect of their life, imagines a better future for themselves, or fearful of making the wrong purchasing decision. As Jeff Shore of Entrepreneur.com puts it, people buy when:

Current Dissatisfaction x Future Promise > Cost + Fear

In non-formula terms, convince your audience that your product will do one of these things, and they will buy into the idea.

Share with new customers

Launching a product with new demographics can be scary. It’s uncharted territory! That’s why sharing the story of your latest venture is key. What’s the best way to do that? For starters, tell the story through a blog post on your company’s site. You can then use that story in a newsletter sent out to a list of existing customers and prospects from all those networking events you went to. Don’t forget to share that blog post on your social media accounts as good practice.

But don’t stop there—put your new product announcements on Postcards or Flyers to send to your mailing lists or hand out at your next event. Because everyone likes a good takeaway.

With these tips, there’s no way new customer segments will miss out on your launch.

Have any more tips for sharing the story of a new product? Post them in the comments! We read every one.


Tell your brand’s story with MOO Business Services

At MOO, we’ve been helping people make their mark in the world with amazing quality print products for over a decade. And as our customers have grown, so has our service offering. That’s why for bigger businesses—with 10+ employees—we now offer MOO Business Services. It’s MOO + benefits. MOO Business Services combines dedicated account management with an easy online ordering platform and expert design services. It’s a complete package for businesses to give you more brand control and consistency—while saving you time, stress, and money in the process.

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