When Lifebuoy created their famous soap, back in the 1930s, they had just one problem: the awful medicinal smell.
So they turned the problem into a Unique Selling Proposition. In that pre-deodorant era they cleverly marketed the soap as combating body odor - or B.O., as it universally became known.
In other words the awful smell became a prominent feature with a compelling benefit that created blockbuster sales. They were also able to cleverly skew the marketing to play on one of the physiological triggers that compel people to buy - fear. In this case, the fear was that they would smell bad.
Now, no product is perfect - else it wouldn't ever get to market. Just think how many upgrades and service packs MicroSoft has produced for existing products. In fact, they actively seek feedback, because if you ever have a MS product crash, you get the opportunity to send a error report.
So - even if your product does have such an extreme defect as Lifebuoy Soap, consider carefully how you can turn an apparent defect into a positive feature and benefit.
Copyright 2008 InternetMarketingMagician.com and Paul Hooper-Kelly
All Rights Reserved. Reproduction without permission prohibited.
If you would like to increase the content of your web site with quality articles written by me from my own experience, on internet marketing and personal development (absolutely no ghost writers or article-vomiting software) please go to: www.QuercusArticles.com. Feel free to publish these on your web site, blog or in your ezine, provided you publish the article unaltered with the resource box at the bottom intact. Notice of publication is always appreciated to: Paul@QuercusArticles.com Subscribe to my VIP Publisher's Club and I'll even send you fresh articles, the minute I write them, which you can make money from!
Related articles:
Joint Ventures - Make Love Not War
Key Internet Marketing Strategy
Seven Reasons Why Internet Marketing Is The Greatest Business On Earth - Ever!