How to create "complete" products...

Recently here on Sowpub, we had a big discussion on the difference between "selling" and "marketing"....

I recently learned about another difference!

It comes from asking this question.... Is your product "complete" ?

What I mean is, are you offering all your customers expect from that kind of product? Including the "intangibles" ?

That's how you "complete" a product.... Let me explain.

Let's say you created some incredible software for "widget hobbyists", with all kinds of useful things the "widget hobbyist" could want.

Many people stop there.... To them, the process of "product development" is complete. But not to a marketing expert.

A marketing expert would go on to ask.... What "extras" will the target market expect from this kind of software product? Would they expect detailed instructions too? A manual? A technical support line they can call?

Do they expect to install it themselves, or for it to be installed for them? Do they expect a guarantee of some kind? Do they expect supporting discussion forums for users of the software?

All these questions have to be asked. If your target market EXPECTS you to provide a technical support line, and you don't provide one, then your product is "incomplete", and a significant number of your target market won't buy it for that reason.

Not all software users expect a technical support phone line they can call, of course. It all depends on who you are targeting.

All these things are "intangibles".... If you create products, you should think about whether your products are "complete"! Are you providing what your target market has come to expect from your type of product?

Info products tend to be easy.... Most people don't need technical support phone lines, for example, to read a report or watch a video. But some DO expect some things, like money-back guarantees, for example (which is why I personally offer such a guarantee with everything here at Sowpub). But you have to think about this kind of thing!

I've recently been reading "Marketing High Technology" by William Davidow, a marketing great who is responsible for much of Intel's marketing success. He makes the distinction between a "device" and a "product".

To him, if it's just the basic "thing" people buy, such as the microchip, or the software, it is a "device" - but it's not yet a "product". In his view, it only becomes a "product" when you add all the intangibles which customers expect, such as supporting service, guarantee or warranty, brand name, etc.

These "intangibles" could mean the difference between a big profit or a big loss!

If you don't provide these intangibles which your target market expects, then a significant number of them won't buy.

And that's a part of marketing (not sales).... :)

- Dien Rice