Test Marketing a New Product – Before You Create It

    June 1, 2005

Crazy notion perhaps but I’ve forged ahead and done it anyway: slung up a temporary site with a sales pitch for a product which I have yet to create – and cheekily signed off with a visitor survey request.

But why you might reasonably ask.

It’s this way: I’ve launched dozens of self-generated information products over the years; some became winners when I doubted they would, others bombed and disappeared without a trace when I was sure they would prove successful.

So I decided on a different approach for this embryo innovation in an endeavour to establish what the market will bear.

You see, the optimist in me is 100 percent convinced about this yet-to-be-created merchandise and I’d buy it for sure as it stands in limbo (but then I’m a sucker for a good sales pitch).

Would anyone else buy it though?

Hence the test before the tweaks…

Testing and tweaking are the operative words because before I press the button on production this time I want to elicit an indication of prospective consumer reaction to…

1) The concept

2) The timing

3) The perceived benefits

4) The sales pitch

5) The price

I could use more specialized methodology to find out what I need to know but at this stage in development a piece of wacky marketing won’t hurt.

Call it what you will but I reckon it’s a form of inverted thinking: turning the project upside down and starting back to front; first sales pitch coupled with research, then product creation.

And an amazing thing happened as I was crafting the web copy…

My project began to take off in disparate directions, adding new dimensions I hadn’t even considered before, and presenting me with additional challenges to devise an even better product.

Will my wacky marketing work?

I can’t be certain – but you know what they say – nothing ventured, nothing gained.

You may view my idiosyncrasy if you wish at the website featured in the resource box below.

Jim Green is an online enthusiast and bestselling author with an ever-growing string of traditionally published niche non-fiction hard copy titles to his credit. View his test marketing experiment at this website: