7 Product Marketing Tropes

How does a solopreneur find information he can arbitrage?

Isn’t all the valuable information locked behind paywalls or hidden away in secret databases?

Nope.

We can take a direct lesson from storytelling for this.

In storytelling there are numerous different tropes. Basic story elements that people see again and again and never seem to tire of.

The happily-ever-after at the end of the fairytale.

The hero’s journey.

The chosen one.

The damsel in distress.

The evil overlord.

Most stories have an overarching trope but include others, or elements of others, to create their own unique cocktail.

Product marketing can mix and match tropes in the same way. Here are seven to consider:

1. The Classic: the timeless products that never go out of style. Like the little black dress or red lipstick. They bring to mind tradition, reliability, and elegance.

2. The Disruptor: the products that challenge the status quo and revolutionize their industries. Like Uber disrupting the taxi industry or Airbnb and the hospitality industry.

3. The All-in-One: think products with multiple functionalities. Like the smartphone or the Swiss army knife.

4. The Luxurious One: products that exude exclusivity, high quality and prestige. These items are made with premium materials, have higher craftsmanship. Beautiful design elements tend to be incorporated. Think luxury watches, fashion, or just the best quality anything in any industry.

5. The Trendsetter: products that incorporate the latest trends, tastes, or norms. Has a product become old and stogy? Nothing has more shock value than taking that old piece of junk and bringing it into a new age. Like fresh paint on an old piece of furniture, the work is in the find.

6. The Budget-Friendly: This one could go in two different directions. The first could be finding the right quality for the right price and leveraging economies of scale. The second could be just in HOW a consumer pays. Does a product typically have a high price point? What can be done to make it available to a larger crowd? Installment payments instead of a single large payment? Single serve packaging instead of bulk packaging?

7. The Personalized Experience: We’re fresh from the age of mass production and into the age of personalization. What are ways a product or experienced can be tailored to each customer to reflect their personal beliefs or individuality?

These are only seven examples, but I’m sure you could come up with countless.

In an age where information is increasingly commoditized, having a mental framework for creativity will be essential.

Framework number 1?

Steal like a storyteller.