I have a longtime client who makes fishing lures.
Did you know there are over 100,000 different fishing lures available online and in retail stores across North America? It’s a staggering number, and many of them look astonishingly similar within a few distinct categories.
To stand out in this sea of sameness, my client, Kamooki Lures, took a bold product marketing approach. They created a tangle-free rattling lure with the precision to balance on the head of a nail. But they didn’t stop there.
Kamooki Lures showed their product in action through underwater demonstration videos of fish hitting the lure. This visual proof was compelling, but they went even further. They built a network of “pro staff” — brand ambassadors who sport Kamooki-branded gear and showcase the lures’ effectiveness in fishing competitions.
In “I Need That,” I discuss Kamooki Lures as an example of how to create a product that truly stands out in a crowded market. Their smart approach beautifully illustrates a key principle from the book: the power of demonstrating your product’s unique value proposition.
This strategy taps into several elements that drive the “I need that” response:
- Unique Features: The lure’s ability to balance on a nail head isn’t just a neat trick – it demonstrates precision engineering that translates to better performance in the water.
- Visual Proof: Underwater videos provide irrefutable evidence of the lure’s effectiveness, speaking directly to the ‘dog brain’ that makes quick, emotional decisions.
- Social Proof: The pro staff network leverages the power of expert endorsement and aspiration. If the pros use it, it must be good.
- Community Building: By creating a visible pro staff, Kamooki invites customers to be part of something bigger.
The lesson here is not only relevant to fishing enthusiasts. Whatever your product, consider:
- What unique feature can you highlight that demonstrates superior performance?
- How can you visually prove your product’s effectiveness?
- Who are the ‘pros’ or recognized authorities in your field, and how can you engage them?
- How can you build a vibrant community around your product?
Remember, in a world of abundant choice, standing out is much more than being different. It’s about being demonstrably better in ways that matter to your customers.
Your challenge: Identify ONE unique aspect of your product that you could demonstrate more effectively.
How could you show (not just tell) your customers why they need it?
Here’s to making products that stand out and reel customers in,
Laurier
P.S. Have you bought a product because you saw it in action, or endorsed by an expert? Share your experience!