Every product has flaws.
So does every service, every piece of content, every work of art, every person, every institution, and everything you see all around you has flaws. There’s nothing exempt from this rule.
But that doesn’t mean everything is bad.
It’s the contrary.
Flaws give meaning and value to everything you use and consume. Perfection is another word for meaningless.
The things in life that don’t have flaws, don’t upset some group of people, or don’t work or function exactly as some group of people would hope, those are all meaningless and have nothing to offer.
People differ by nature.
Everyone has different needs and requirements, different interests and passions, different tastes as well as dislikes. Something that’s perfect for everyone, by definition, has to be so bland, so generic, so stripped of everything that gives it meaning, that it becomes all but useless, obsolete, and devoid of meaning.
Give me one valuable product, one great work of art, one anything really that does everything perfectly for everyone all around the world.
But let’s get back to why I’m yapping on about this.
What I wanted to make clear is that whatever it is you’re creating, it has to have a flaw.
And wherever there’s a flaw, there’s an opportunity.
More precisely, there’s an opportunity to highlight, not belittle, but highlight, maybe even exaggerate, your flaw. Talk about all of the flaws you can find about your product, then talk about why your creation has that flaw, what that flaw allows it to do or why it needs to have that certain flaw for it to work as you intended to do.
Every flaw gives meaning to a creation.
Highlighting the flaw turns it into a strength for the right group of people your creation is made for while automatically disqualifying and repelling everyone it doesn’t benefit (which would’ve been awful customers to deal with anyway).
A high-powered industrial vacuum cleaner will make a lot of noise—that’s considered a flaw. So highlight how much noise it makes by clarifying the noise is exactly because of the extremely high suction capability the vacuum cleaner has (something your ideal customer wants).
On the other hand.
A compact vacuum cleaner made for at-home use will obviously be a lot less powerful because it has to be a lot smaller, and more compact, maybe even with a pretty design, to fit in with the interior or be easy to hide away in a closet or a shelf. Highlighting the flaw of it being less powerful than an industrial one by explaining how a less powerful one allows it to be as small as possible while also being completely silent during its use.
Now, you might find this to be a stupid example, but either way you get the point.
Highlighting your flaws and turning them into sales angles is an extremely powerful copywriting tool that could singlehandedly ‘disarm’ your, oftentimes wary, customer from most (if not all) his objections—or at the least it won’t cause your customer to dismiss your product if he has to learn about your product’s flaws on his own without your explanation as to why that’s the case.
Anyway.
If you’d like to learn more about how to talk about, promote, and sell a great product (or even how to create one) then you might want to check out my Product Creation Made Easy framework.
It definitely ain’t cheap, but that gives you an indication of how high of a quality you can expect from it.
The product wouldn’t have been nearly as good, nor would I have been able to create a high-quality one, if it hadn’t supplied me with the resources I needed to support myself while I kept working on it to make it as good as it could humanly be.
Not to mention the amount of praise and kind words I get from people who bought the product at the current price.
Anyway.
Enough time talking.
Check out Product Creation Made Easy here: https://alexvandromme.com/product