Focus on a powerful differentiating idea

The basic concept of some products predicts failure. Not because they dont work, but because they dont make sense. Consider Mennens vitamin E deodorant. Thats right, you sprayed a vitamin under your arm. It doesnt make sense unless you want the healthiest, best-fed armpits in the nation. It quickly failed.

Consider the Apple Newton. It was a fax, beeper, calendar keeper, and pen-based computer. Too complex. Its gone and the much simpler Palm Pilot is an enormous success. The best way to really enter minds that hate complexity and confusion is to oversimplify your message. Some of the most powerful programs are those that focus on a single word. (Wells Fargo: fast. Volvo: safety. Listerine: kills germs.)

The lesson here is not to try to tell your entire story. Just focus on one powerful differentiating idea and drive it into the mind. That sudden hunch, that creative leap of the mind that sees in a ash how to solve a problem in a simple way, is something quite different from general intelligence.

If theres any trick to nding that simple set of words, its one of being ruthless about how you edit the story you want to tell. Anything that others could claim just as well as you can, eliminate. Anything that requires a complex analysis to prove, forget. Anything that doesnt t with your customers perceptions, avoid.

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