Defining the Customer/Need for an Existing Product/Service

Product-focused offerings are based on your capabilities, resources, access to supply, current position in the marketplace, brand equity, or any other factor that isn't related to your target customer. When you are the only certified widget cleaner in the country, you're inclined to sell a widget-cleaning service. While it's natural to structure your business around the products or services you know, you can't always expect to be successful. Practically speaking, your business will be limited if no one wants a clean widget. To turn a profit, you have to find a way to make your customer think he needs a clean widget.

Start by listing the consequences of having a dirty widget (or the consequences of not buying your service or product). If your service isn't considered necessary on a wide scale basis, there probably are few consequences. But there may be certain groups that are affected with, say, allergic reactions, greater occurrence of illness, whatever. Your job is to identify these groups and determine if they are large enough to be profitable to your business. Then, find out where these consumers spend their time and use those channels to market to them.

Alternatively, there may be wide scale consequences to having a dirty widget, but no one knows about them. Here, another strategy is available. Consider using the press to inform the public about the dangers of dirty widgets. This is an effective approach, but only if your claims are valid. The press is quick to pick up on self-promotion without substance, so don't bother making empty claims.

If you specialize in a general service or commodity product, like freelance writing, the options are more limited. Because there is an abundance of freelance talent in the marketplace, it is very difficult to establish these services into a viable business. Stimulating customer need for a commodity requires loads of creativity as well as advertising dollars. An example would be Arm & Hammer advertising the many uses of baking soda. Most of us do not have access to resources of that scale.