💪 Make your product the hero

David Ogilvy famously advised that in advertising, the product should always be the hero.

What it is: The manner in which an advertiser presents a product to its audience, whereby the product is admired or viewed as being very desirable.

Why it matters: This not only helps to distinguish the product from its competitors but also creates a lasting impression on the potential customer.

Here are the key elements of “hero products:”

1. Achieving a goal: The product is the key to achieve the customer’s goal, not just another item to buy.

2. Showcase the benefits: Clearly articulate what the product does, how it's used, and why it's an essential addition to the consumer's life.

3. Unique selling proposition (USP): Clarify what makes it different and better than similar offerings in the market.

These might sound like beginner-level concepts you’d learn on day 1 of an “Advertising 101” class.

But 👇

You would be surprised at how quickly advertisers lose sight of the main thing because they’re too caught up in making something trendy or creative.

Take a look:

✅ Great examples of “hero” positioning

Dr. Bronner’s does an amazing job at differentiating its products by explaining:

• How and why the packaging has a lower environmental footprint; and

• What to expect when using their unique refill cartons.