Develop a product with specific utility – functions, features, and
potential benefits that are relevant for an identified set of
Identify such users as specifically as possible – in the form of an
actual means for reaching them – names, titles, addresses, phone
numbers, common "events" where you and they can be face-to-face,
either individually (an in-person “call”) or collectively (an
industry conference) or through some intermediary (direct mail
letter or via print-media or other types of advertisement).
Truly understand the issues that your intended users see as “hot.”
Relate those issues to the functional capabilities of your product
and then back to the potential benefits that users would realize if
they were to start using your product.
pricing and terms. Figure out any additional “collateral” to be
associated with selling/purchasing the product (added benefits,
Communicate the simple facts that the product exists and that it is
available for purchase and is ready to use immediately.
Help the targets identify their own situation with the
characteristics of the product.