How Is an Audio Component Like a Pet Door?

A great product is its own best marketing. A simple description is all we need to hear. Image: Balcony Pets

A great product is its own best marketing. A simple description is all we need to hear.

Image: Balcony Pets

In my previous post, I emphasized how any product is its own best marketing and how a simple disclosure of the facts tells you what you need to know. The following example from an unrelated industry illustrates how a great product markets itself better than any ad.

An exceptional woman friend of mine recently achieved something that Seth Godin considers virtually impossible in a recent blog post. She invented an entirely new product type that deeply satisfies an unserved need in a hot market. It resolves an issue that annoys millions of pet owners worldwide. And it grabbed big traction quickly when offered on Amazon.

Trust me briefly and I'll show how this is relevant to audio shortly.

Folks who have one or more cats or dogs, and who live in any sort of rental, anticipate relief when they discover Nancy Carson's Apartment Pet Door™. Their first reaction is predictably recognition, as in, "My cat (or dog) wants to go in and out constantly. This annoys me. This new pet door invention resolves my issue instantly for a low cost." Their second thought is usually, "Why hasn't someone offered this product before?" And typically, next comes, "Why didn't I think of this?"

This product brings instant gratification to pet owners who rent. The door is affordable at around $145. It drops into a typical sliding glass door setup in a couple minutes. No tools, skills, or modifications to a landlord's property are required. It's lightweight, adjustable to fit any height patio slider door, and portable. There's even an optional carry bag so you can take it along when you move or travel with your pet. And this door's styling looks like it belongs in a glass slider opening. 

When a pet owner rents their dwelling, and they have been living the life of a doorman, or leaving the slider open, they read the simple description and their interest is piqued. No extreme adjectives or adverbs are required. Plain English tells the story because the value is inherent in the product. It's easy to see why the Apartment Pet Door sells faster than Balcony Pets can make them. The backlog is being filled as Nancy brings up large scale production to meet the pace of sales. In other words, it's a hit.

What audio product vendor would not want that kind of response to a new product introduction? The way to create a suction-like audio market response is to satisfy Music Lovers' pressing needs and wants in a way they instantly realize they simply can't pass up. To do that, mix marketing magic into the very bones of a product by giving it features and functions that neatly satisfy customers.

Audio companies can discover design magic by listening receptively to Music Lovers and putting their needs first. To discover self-marketing products, they can let go of lucrative past strategies like offering snobby products to audio snobs, who are a dying breed. They must make products that New Music Lovers greet with delight. Then, if they simply provide the details, no sales pitch is necessary. Calling up secondary motives to push sales figures would simply arouse suspicion where trust should be earned and fostered. Don't even think about snob appeal. Superb audio is for everyone, not only the rich.

The DAC is long since invented. Streaming is going high-res . . .

Audio Industry, what else you got?

The music we love is the sound track for our lives. Make it the best it can be.

-- Joseph Riden