Put Your Innovation In A Category

“This product is unlike
any product
you’ve ever seen!”

No. No. No. No.
I see this claim
at least once a day
in the Romance Novel world
and it rarely results
in sales.

Why?

Because we, humans,
like to put things
into boxes.
If that box isn’t apparent,
we put that thing
into the useless-to-us
box.

This is why we hear claims
such as
“Like X, but different”
or
“A game changer in the Y industry”
or
“It will change the way
you view Z forever.”
This gives people a box,
an anchor,
a category.

Seth Godin
shares

“We begin by
putting this new thing
into a category,
so we know
what to do with it,
how to store the concept.”

Place your innovation
in an existing category.

Published
Categorized as Marketing