1. Innovation - How does your product stand out? The key to innovating properly is to ensure that your new offering is something that your customers and prospects want. Base your new products upon the complaints and requests from your customers and you can't fail.
2. Attention - How is your product worthy of attention? What does it do that differentiates it from all of the other offerings in your market?
3. Messaging - Every ad for your service or the actual packaging of your product needs to speak the language that suits your exact target group of customers.
4. Clarity - If you can't sum up the value your new offering provides in one sentence, you have a problem. It needs to be clear, concise, and straight to the point.
5. Desire - You may get a complaint that your car cleaning service needs to provide a service with women in lingerie doing the cleaning, but the wives surely aren't going to want it. Focus on the things your entire audience will want and be willing to pay for.
6. Difference - What makes your new offering different from what your competitors are offering? Make the difference a key part of your messaging to help your offerings stand out.
7. Credibility - Why are you the one they have to listen to? Think of what your audience needs to hear to give you their trust. If you gain that, you can't fail.
8. Negatives - Knowing your product is amazing is great, but you have to find and acknowledge the negative side of your product. Then, own it. If you're more expensive than others, justify why. If you're only available for a limited time, give the reasons. Customers will respect your reasons as long as they're real and legitimate.
9. Findable - Your offer has to be where your audience is already spending their time. If they can't find you, they definitely can't pay you.
10. Costs - What is the consumer risking when buying your products? What does it cost them? It can be as simple as a monetary cost or it could be a larger risk. Whatever it is, know it and substantiate it.
11. Delivery - You can't make ridiculous claims and not have a product that stands up to those claims. Deliver quality at all times or you'll permanently lose your customers to your competition.
12. Loyalty - If you can create a loyalty among your customers, you can build a thriving business in any economy. Think about Apple (TM), Harley Davidson (TM), and Dyson (TM). Emulate what they've done for their audience and you'll have a business others will envy.
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