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Your Flagship Product
Copyright 2007 by Robert Middleton
Want a proven way to become memorable to your
potential clients? Create a "flagship product."
What's a flagship product?
A flagship product is a product or service that you and
your business becomes identified with. It's something
that communicates a concept or solution that people
automatically and favorably associate with you.
What a flagship product does is give you and your
business instant credibility. When people purchase your
flagship product, they are more likely to buy other
products and services from you.
A flagship product should have the following
characteristics:
1. It provides a
unique solution or approach to a problem and is seen as
new and memorable.
2. It is the starting point for all of your other
spinoff products or services.
3. It is branded in a distinctive way with a name and
identity that is unlike other products or services.
What are some examples of flagship products by InfoGurus?
Here are a few that immediately spring to mind:
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Guerrilla Marketing
- This book, by Jay Conrad Levinson, written in the
80's, has spawned a whole series of Guerrilla Marketing
books and seminars. It's become a household name amongst
small business owners.
Make Your Site Sell - An e-book launched in 2000 by Ken
Evoy that established him as one of the preeminent
Internet Gurus and was the genesis of several other
e-books and online products.
The Millionaire Mind - Harv Eker's free
three-day workshop on changing your mindset about money.
Tens of thousands have attended and it's been a
launching pad for his other programs.
The Wizard of Ads - The brilliant compilation of eZine
articles was the first of three books in the series by
Roy Williams, and the foundation for his 3-day Wizard
Academy in Austin, Texas.
The InfoGuru Marketing Manual - The starting point for
most of the customers and clients of Action Plan
Marketing. Most people who take my workshops or
Marketing Action Groups get this first.
Most of these are marketing-oriented examples off the
top of my head, as that's the world I'm most familiar
with. But if you look at your particular field, there
are usually a few InfoGurus who are well known for some
kind of flagship product.
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I had been in business for 15 years before I
launched my manual. Others take longer, some shorter. But
however long it takes, it's a worthwhile goal to aspire to.
It will give you leverage you can get no other way.
Your flagship product
may be a book, an e-book, a workshop or training program.
But it really has to be at the heart of the work you do and
must have some passion behind it.
I once worked with a woman who had spent a year writing a
book but who really didn't want to work with clients in that
area. In other words, her flagship sank! There was nowhere
she could sail it to leverage her own business.
Coming up with a new concept takes some time and creativity,
but it's certainly worth the effort. Coining the word "InfoGuru"
seemed like a gamble at the time (one of those titles that
came to me in the shower) but I think it's better than many
books or e-books that are completely generic and therefore
unmemorable.
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Not only has the manual served my
business well in terms of being a foundation for all my
products and programs, it has earned me substantial income
over the past five years. A flagship product can create real
marketing momentum.
Oh, here's another one:
Men are from Mars, Women are from Venus by John Gray.
This wildly successful book on relationships was the first
of many other Mars-Venus Books. In fact, every book John now
writes contains that flagship identity. I'm waiting for
"Marketing Secrets of Mars and Venus." I'll get that one!
The time to start working on a flagship product or service
is NOW! It will make a huge long-term impact on your
business. Find a way of developing something that stands out
from everything else and you're on your way.
What's your flagship product going to be?
ABOUT THE AUTHOR:
Robert Middleton, the owner of Action Plan Marketing, has been helping
Independent Professionals be better marketers since 1984. On his web
site http://www.ActionPlan.com find valuable resources, products and
programs for attracting more clients. Get a free copy of his Marketing
Plan Sart-Up Kit. |
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