- Strive to make your product appeal to as broad and diverse market as possible.
- Ensure your product has all of the same features as the competition, plus more.
- Choose a name, logo, and web domain name that are as descriptive of your company or product as possible.
- Try to hide or play down your product's weaknesses.
Instead of striving to appeal to as broad a market as possible, you often should carefully select a single segment that is sufficiently large and focus on it. Rather than worrying about me-too feature comparisons with competitors' products, you should concentrate on solving your target market's problems. Scientific studies show that names and logos bearing little or no resemblance to your product are more effective than descriptive names. Finally, you should be embracing your product's weaknesses in order to highlight its corresponding strengths.