Thursday, June 3, 2010

Turn the attribute around.

Roger Dooley reframes the question masterfully,

If your product has an attribute that some might consider undesirable, is there a way to perform marketing jiu-jitsu and turn that attribute into something that might attract a segment of your potential buyers? There’s certainly some risk with an approach that highlights a potentially negative trait, but if successful doing so might be a million-dollar solution.