I’ve sold $100,000,000+ in branded products to date. Here’s how to create a product that stands out.
I’ve either developed or sold:
Major consumer electronics in 1500+ retailers
DTC fashion and accessories multi-million a year
High 8 figures in CPG (consumer packaged goods) wellness & cannabis products
Today we’re going to focus on products for DTC entrepreneurs.
Why do brands fail?
Brands fail because their products don’t resonate. Drop-shipping products or ordering straight off Alibaba won’t get long-term success. You need to create a product that stands out from the crowd and draws your customer in.
Products that succeed need to be special. This is a mix of:
Tangible factors (what the customer can see and touch) to optimize the product experience
Intanglible factors (how your brand makes the customer feel) in a way that adds value to the purchase.
Use this list to create a product that stands out
Start with your chosen product niche or category
Pick 3-5 of these things, not just one
Pick some of BOTH tangible and intangible
Ensure you articulate the end benefits of these features to your user from their perspective in your marketing
This is the #1 area to focus (and also the hardest)
Can your product solve something for a user that makes their experience in your category better than ever?
Many new products come out as one thing, which consumers can look at as “fly by night”. But a set of products that work together, and provide a roadmap to better solve the user’s pain points over time, is a differentiator.
Allowing your products to be customizable, and having many different versions (especially appealing to niches, licensing etc) gives brands a way to stand out by making customers feel like what they buy is unique to them.
Nothing helps a brand resonate more than an army of customers or fans acting as evangelists, and making new potential customers feel they’re buying into more than a product, they’re buying into a place they belong.
If you’re interested in more insights on how to bring products to life, with direct links to factories and wholesalers, I write a newsletter to 1000+ product creators every week on my Product People newsletter.