The key to marketing any product

By Marilyn J. Holt, CEO of Holt Capital

Whether you are marketing an existing or introducing a new product, you need to present the "whole product," not just the primary offering. Marketing the whole product is not just about creating a new gadget or service, but also about presenting everything to buyers that is necessary to define, support, and drive them to take action.
You are well on your way to delivering the whole product to customers if you can answer the basics to some of these questions:
• Who is your primary buyer and why?
• What are the top three "Why to buy?" messages that you want to deliver to the market?
• What are the top three to five features you want to emphasize and why?
• What is the differentiation positioning of your offering?
• How does your product compete and compare against other offerings in the marketplace?
• How is your company going to support the product?
• What is your company's discount structure for multiple purchases?
• What is your return or cancellation policy?
• Is the offering itself or the services around the offering more important?
• Finally, if you were to buy this offering from a competitor, what questions would you want to have answered before you paid good money for it?