3 Ways to Make Your Products Remarkable

At the Launch Conference a few months ago, I had the opportunity to sit down with New York Times bestselling author, Lysa TerKeurst and interview her about her concept of “Remarkable Marketing.” What she had to say is applicable to anyone who is trying to get their message heard.

According to Lysa, the most important thing you can do in marketing is create powerful conversations around your product or service. In other words, make your products remark-able.

How do you do this? She suggests three ways:

  1. Identify the felt need. The time to consider the marketing is in the concept phase. At this point, you must study your tribe and their felt needs. A felt need is either the question they are asking or the problem they want solved.
  2. Formulate a promise. This is the answer to their question or the solution to their need. Your job as a marketer is not to answer every question or solve every problem. You have to limit your focus to the questions and problems they have.
  3. Focus on your value. No one is looking to buy your products per se. Instead, they are looking to get their needs met. As marketers, that means you have to frame your product as the answer to their question or the solution to their problem.

From this three-step process comes a series of value statements. Here are a few examples from Lysa’s newest book, Unglued, which is also a New York Times bestseller:

  • Know with confidence how to resolve conflict in your important relationships.
  • Find peace in your most difficult relationships as you learn to be honest but kind when offended.
  • Identify what type of reactor you are and how to significantly improve your communication.
  • Respond with no regrets by managing your tendencies to stuff, explode, or react somewhere in between.
  • Gain a deep sense of calm by responding to situations out of your control without acting out of control.

According to Lysa, these “value statements” should appear on the product, in our marketing copy, and whenever we have the opportunity to talk with our prospects.

While Lysa primarily talks about marketing a book, the principles apply to any product or service.

She goes on to talk about the importance of taking control over what you can control and not fretting over the rest. Making our products remark-able is one of the best ways to do just that.

Question: What makes your product or service remark-able? You can leave a comment by clicking here.

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  • http://thesimplistlife.com/ Mark Blasini

    Great post!  I would include four more qualities that, for me, really make something remarkable: 

    1) truthfulness (i.e. the idea has to demonstrate some kind of powerful truth to the audience); 

    2) originality (i.e. it has to show this truth for the first time); 

    3) simplicity (it has to show it with the least amount of work to produce the maximum effect); and 

    4) destruction (i.e. it destroys some old possibility for the audience).

    When an idea has met these four conditions, I believe it is remarkable.

    • http://michaelhyatt.com/ Michael Hyatt

      Excellent additions, Mark. Thanks.

    • http://juliesunne.com/ Julie Sunne

      I agree with points 1, 2, and 4, Mark, but can any truth be shown for the first time? Haven’t all truths already been revealed? I concur that a remarkable piece is original, but I see originality as presenting or demonstrating the truth in a “unique” way, not for the first time. Perhaps that is what you meant. 

      • Guest

        I agree. I read negative reviews of otherwise popular and well-accepted books and products complaining that something is unoriginal, a rehash of the same old techniques and notions. While I certainly don’t think people should merely repackage someone else’s work, the value of a product may largely stem from the way it is delivered — a way that may speak to a particular audience with more force. I know I can read the same types of ideas from different authors, but find that only one of the books really makes things click for me. Striving to make things click is a worthy endeavor. Let’s face it, I doubt that most people who complain about such things themselves end up creating much that is truly original. What they offer, like what Michael offers here, is a unique take, a spin, a method of application, and an experience that just may help something to click.

  • http://www.whiteboardbusiness.com/ Dallon Christensen

    For only 7 minutes, there was a lot of great information in this interview. I especially liked Lysa’s idea of creating conversations. All of the advertisements and marketing gimmicks around do not substitute for social proof. This is why I actually read the 4-star, 3-star, and 2-star reviews on Amazon. I figure those reviews are going to be very honest with pros and cons. Very nicely done.

    • http://michaelhyatt.com/ Michael Hyatt

      The conversations piece is huge. I think this is the secret to writing books that sell.

    • http://www.MicheleCushatt.com/ Michele Cushatt

      I agree, Dallon. A conversation is external evidence that the message had an internal impact.

  • http://skunktalesonline.com/ Lynn Marie Hurtado

    If you are wanting something unique and special  for your family devotions, you’ll want to read my book “Skunk Tales Making Sense Of Scents.” It offers practical hands-on ideas and activities for the entire family!   After reading just one story from my book, your children will say, “Mommy, read me one more Skunk Tale!”

    • http://www.funkiplanet.com/ Debi @ FunkiPlanet.com

      .

  • http://churchpr.es/ Dallas

    I really like how the first step is worded, “Identify the felt need”. The word “need” is singular and not plural. This implies you must have a very clear and apparent need that must be solved. It’s not enough to cast a wide net on a variety of problems and hope you can solve at least one or two. The importance lies in the focus.  

    • http://www.emilycapito.com/ Emily Capito

      Agreed, Dallas. Clearly identifying the single pain point and creating hope through your messaging is a recipe for word-of-mouth wildfire every time, yet it can be so difficult for writers / experts / entrepreneurs to niche down. It’s initially so uncomfortable to only target a segment of the potential audience.

    • http://www.MicheleCushatt.com/ Michele Cushatt

       Yes, focus. The key to any excellent communication. Good insight, Dallas.

  • http://www.ready4rigor.com/ Zaretta Hammond

    Thanks for this informative interview. Lots of good advice in a short period of time. Lysa suggested adding an assessment as a way to generate conversation.  I checked her Unglued assessment on her website. Nice. How does one go about creating an assessment like that?  

    • http://michaelhyatt.com/ Michael Hyatt

      I think the main thing is to come up with the conceptual model first. Then you have to hire a programmer to deliver it via the web. I am doing something similar with my new Life Plan book.

  • http://www.facebook.com/people/Barbara-McDowell-Whitt/1179155326 Barbara McDowell Whitt

    People who have read my diary posts have called it a time capsule, thanked me for sharing my life with the world and told me they wish they had kept a journal.

    • http://www.thedailyretort.com/ TorConstantino

      Barbara, journaling is a great activity – in fact I’ve been using the LifeJournal system this year and have gained some incredible insight.

  • http://www.BrianHolmes.com/ Brian A Holmes

    Great post, Michael. I’ve heard you talk about Lisa, but I have never heard her. I really love the insight; simple, yet so very helpful. Find a need, make your promise, create and provide a solution. Zig Ziglar used to say, “You can have everything you want in life if you will just help enough people get what they want/need in life”. The focus MUST be the people we are called to serve. Thanks!

    • http://www.thedailyretort.com/ TorConstantino

      I’m a big Zig Ziglar fan Brian and I love that quote – one of my favorites!

  • Cherry Odelberg

    “Onward through the fog!”  Wait.  The fog is beginning to clear. I can see how to write a better synopsis and a better book proposal.  Good content, well selected content is remarkable. 

    • http://www.jmlalonde.com Joe Lalonde

       Awesome Cherry!

  • http://www.latarahamying.com/ LaTara Ham-Ying

    I truly believe that my own experiences in life and my transparent sharing are what make my products remarkable. I am not taking my market where I have not been.

    • http://www.thedailyretort.com/ TorConstantino

      LaTara, I like your comment that you’re not “…taking my market where I have not been…” that’s awesome and shows the value of your expertise to your audience. Thanks so much for sharing!

    • Marty Re

      LaTara,
      Very insightful comments, that demonstrate such integrity and maturity. Thank you!

  • Phil Grisolia

    Dependong on th nature of the product or service, the list is virtually endless starting with more benefits, more features, more options, a better price, a variety of sizes and colors, faster delivery, no-cost delivery, a simple money-back satisfaction guarantee, greater durability, longer shelf-life.  Got the idea?

  • Yousuck

    Stuff in my ear hurts me. Please help!

  • http://www.robertkennedy3.com/ Robert Kennedy III

    I keep looking at the statement that ‘no one is looking to buy your products…they are looking to get their needs met’.  The sales person in me almost wants to point that out as the selfish nature of humans.  But there is always another side to the story and the reality is that we ALL wake up in the morning looking to take care of our needs first.  And the reality is that in many ways, we SHOULD.  Refer to the airplane oxygen mask concept.  Going to really consider some of this today.  Thanks Michael.

    • http://www.jmlalonde.com Joe Lalonde

      The inner conflict we feel is interesting Robert. We’re raised to worry about others before ourselves and yet there’s many examples of once our needs are met we’re able to help others. Until then, we’re ineffective. In which ways are you meeting your own needs?

  • http://strategy-keys.com/ David Willden

    Incredible post!  Thank you.  I need to review the video 2-3 times.   

    • http://www.MicheleCushatt.com/ Michele Cushatt

      I’ve heard Lysa talk about these principles in person several times. And EACH time I learn something new! Excellent.

  • http://www.thedailyretort.com/ TorConstantino

    I was fortunate to be there for her talk, and her first point of “Identifying the felt need” was a concept I’d never heard before and one of the most insightful revelations I’ve experienced!

  • http://lauriewallin.com/ Laurie Wallin

    I heard Lysa speak on this topic at the re:Write conference last fall and I realized that my books end up being based on blog posts that are most commented on. The two that are getting published this year are on the two top viewed and commented posts I’ve ever written. I end up building my online coaching groups on these posts, then as the curriculum is written for those, it goes in to the books, with the comments and feedback of the coaching clients… and it’s amazing how much confidence you can take to the publishers when you already KNOW people love the content! So, THANK YOU, Lysa, for sharing that wisdom at She Speaks and re:Write. May your “tribe” ever increase and be blessed! :)

    • http://www.MicheleCushatt.com/ Michele Cushatt

      So true, Laurie. I’ve been thinking the same about a couple well-trafficked blog posts. 

  • http://kimanziconstable.com/ kimanzi constable

    I had the privilege to attend two Brendan Burchard events and he talked about this in great detail. Now when I create I make sure they will be tremendous value from anyone who uses the product or service. 

  • http://www.betterhealthtoday.co Kay Wilson

    Hi Michael,  Fantastic post.  As you know I am an Herbalife Distributor, of course we are Nutrition but the huge key is a single product that is patented and owned by Herbalife, Cell Activator, it makes impaired villi healthier in a couple of days.  So, no matter if it is nutrition from our supplements or in the food they eat, their body will absorb everything to the Cellular level, that is why Herbalife owns, Cellular Nutrition

  • Awgreeno

    Every endeavor I am involved with is “remark”able- Chick-fil-A is amazing. (Hi Lysa, you rock).
    My book was created from the depths of my heart! I learned so much, just by the reflection.
    But what I love doing, is creating memories, for me, my kids, my family, and anyone that I come in contact with.

  • http://forthisisthetime.blogspot.com/ Esther Aspling

    This is very helpful! Thanks for giving me new ways of looking at how to not only direct my book, but focus on who I’m speaking to and what they are asking for. 
    forthisisthetime.blogspot.com

    • http://www.jmlalonde.com Joe Lalonde

      We’re glad Michael and Lyssa were able to give you insights into new ways of thinking. How are you going to implement what you’ve learned from this post?

  • http://juliesunne.com/ Julie Sunne

    Lysa is a wonderful author and speaker–full of wisdom and authenticity. The interview was packed with great takeaways. One that struck me the most was Lysa’s comment that she thinks of herself as a first-timer with every book she writes and every speaking engagement. 

    Ideas like that articulated from established authors and speakers take away some of the common misconceptions by the yet unpublished writer or aspiring speaker that if only I could just get published or if only I could land that big speaking gig, then I’d be a success. Enlightening and refreshing! Thanks, Michael and Lysa! 

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  • http://brantscheifler.com/divine-disruption-book/ Brant Scheifler

    “the most important thing you can do in marketing is create powerful conversations around your product or service.” I agree this is effective. I think one’s motivation is important, tho. To say it another way..Jesus definitely generated “buzz” around His service, but He wasn’t out to exalt Himself. His service of redemption would clearly benefit all who heard about it, but His motivation was intent on doing His Father’s will and loving others vs. “trying to be somebody.” I think it’s important not to lose sight of true service in the task of promoting. There can be a fine line between trying to exalt yourself and extending your product for the purpose of benefiting others.

    • http://theordainedbarista.com/ Barry Hill

      Brant— that’s a really good distinction and counsel. I think this probably becomes more and more difficult the more successful your brand or product gets, too.

      Sometimes the line between confidence on cockiness can be very thin—but it all comes back down to motivation—as you stated.

      Thanks for sharing, Brant.