The "WOW" factor...

As I sat reading the latest issue of "Catalog Success" magazine, I found a short article titled "How to Generate Product Concepts That Sell" by Andrea Syverson.

The article of course talked about product development. What really caught my eye was a mention of a book titled "Lightning Strategies for Innovation" by Willard Zangwill. In Zangwill's book he mentions the Kano Model as a way to develop new products.

Product development (from the customer's viewpoint... is there any better way of viewing it?) deals with the three types of features present in any product or service. I'm "borrowing" from the article on these points:

1. Presumed features. These are the features the customers assumes to be there and typically appear in all similar products or services.

2. Expected features. These are features the customer examines as part of the buying decision. These features can vary a great deal from one product (or service) to another.

3. Delightful features (or as I refer to it, the "WOW" factor). These are the features the customer does not expect. They are the ones that truly knock the socks off your customer.

It's the "WOW" factor that most 99% (or higher) of products and services don't have. I see the lack of a "WOW" factor off-line, I see a lack on-line. It's going to be the "WOW" factor that determines how successful (i.e. profitable) your product or service are going to be.

Yeah the "WOW" factor could be considered the same as the USP (unique selliong proposition). You know it's funny we hear/read/discuss the validness of the USP being the most important part of any business and/or product and service. But with all the forums I visit, I very seldom read anyone's post where they really talk about the USP of their product or service. That means either we really don't understand the USP process (or how to apply it), which I doubt. We have too many people visiting boards like this that are brighter than I and have an even better understanding USP's. OR we're all trying to sell products and services that really don't have the "WOW" factor. That I would believe.

Over the past couple weeks I've posted questions on this board concerning a product line of mostly natural skincare and haircare items I'm working on--with a small manufacturer, who has been creating these products for the past seven years.

Granted "natural" and "organic" are good features... but they aren't "WOW" features. I could probably carve out a small section of the marketing with these features but it would cost a lot of marketing dollars. With the lack of a "WOW" factor, I know I couldn't get the free publicity I would need to really drive the product.

"Natural" and "organic" are like "new" and "improved". In other words they are nothing more than line-extensions of existing products (or concepts). Are the skincare and haircare products I'm working with good? Very good as a matter of fact. They are thick, fragrant and 98% natural. Their effectiveness can be attributed to the many customers who have already used the products and continue to reorder.

But I haven't found the "WOW" factor yet for this product line and that will determine its ultimate success. It drives me crazy that I have't found it yet. And it drives me crazy that so many others have fallen into the same trap with their products and services. And until we find our "WOW" factor we'll continue to fight for sales and profits.

Take care,

Mike Winicki