Folks don t want to be hit over the head with reminders they are overweight, have bad breath or sweat too much. Nor do they want to reveal to others their faults by carrying obviously labelled products in their grocery carts. Emphasize the positive. Negatives don t sell. If you think of a way to make your product easier to pour, easier to use, simpler to dish out or less messy to eat, you ll have a significant point of difference.
Smokeless cigarettes appeal to non-smokers.
Don t try to sell ice cubes to cocker spaniels, McMath advises. A lesson in communication and misnaming. The wine, which came with the box of pasta, was supposed to be used as an ingredient in the sauce mix. This wasn t made clear on the package front. Because the manufacturer was known as a wine company, not a food company, many people assumed the wine, which had been salted and spiced, was for drinking.