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Sell the concept of the product and not the product itself.
/*A thread*/
For example;
If there is a new brand of a digital wristwatch that comes with some cool new piece of tech.
/*A thread*/
For example;
If there is a new brand of a digital wristwatch that comes with some cool new piece of tech.
The ideal selling point is to emphasize the type of tech used for the watch's design.
And how the new technology adds to the wristwatches efficiency.
However, as more of the watches hit the market,
And how the new technology adds to the wristwatches efficiency.
However, as more of the watches hit the market,
The selling point of the digital watch changes.
Because of the saturation of the same kind of wristwatch in the market,
The emphasis is now placed on a particular feature.
It could be that the watch is the thinnest digital watch or that it comes with an in-built alarm.
Because of the saturation of the same kind of wristwatch in the market,
The emphasis is now placed on a particular feature.
It could be that the watch is the thinnest digital watch or that it comes with an in-built alarm.
This way, instead of the wristwatch product selling itself,
The concept of the product starts to sell the product.
Sometimes, the concept comes naturally from the product.
Other times, the concept with which to sell the product can be created.
The concept of the product starts to sell the product.
Sometimes, the concept comes naturally from the product.
Other times, the concept with which to sell the product can be created.
Joseph Sugarman describes how he used the concept of a challenge between a Soviet chess champion and an American chess computer to sell chess computers.
Without mentioning, a chess computer is expected to play chess.
Without mentioning, a chess computer is expected to play chess.
So instead of selling the computer, his copy sold the concept:
A challenge between a Soviet Chess Champion and an American chess computer.
He went on to produce three ads which made him sell 20,000 pieces of chess computers.
A challenge between a Soviet Chess Champion and an American chess computer.
He went on to produce three ads which made him sell 20,000 pieces of chess computers.
While his competition was trying to sell the chess computer,
Sugarman was using the concept to sell the chess computer.
His ad outperformed that of his competitors excellently.
When writing your ad, you need to create a concept that is both interesting and unique
Sugarman was using the concept to sell the chess computer.
His ad outperformed that of his competitors excellently.
When writing your ad, you need to create a concept that is both interesting and unique
