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Selling abstract and hard-to-understand products.

by J Kivinen
9 replies
Hello, I'm looking for a good copywriting book/source/case/example etc. about selling abstract and relatively hard-to-understand products.

So the product is an (agile?) organization management framework/philosophy for modern knowledge worker companies/organizations.

And the idea is to create a flat organization model (no supervisors) and empower workers so that anyone can make decisions (as long as they obey a specific set of rules).

And of course, the basic tip is to present complicated products in super simple way like "We are the tinder of parking slots" etc
#abstract #elling #hardtounderstand #products
  • Profile picture of the author Rob Hooks
    Hello J Kivinen, I'm new here, and this is my first post! So, hello Warriors!

    Now, to your question... I recommend a book called Team of Teams, by General Stanley McChrystal. The Idea is, the old way of responding to terrorist threats and warfighting, in general, is obsolete because of the nature of the new, highly adaptable, mobile, and "plugged in" enemy. Now, smaller, agiler squads of special operators must be instantly deployable, allowed to be more involved in planning, decision making, and in some cases, be able to "call audibles" on the fly while in contact with enemy forces.

    Similarly to the way The Book Of Five Rings is about winning in sword-fighting but has become a business classic, Team of Teams can be adapted to your purpose.
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  • Profile picture of the author marciayudkin
    about selling abstract and relatively hard-to-understand products.
    In general, you will want to look for copywriters/models in the B2B arena.

    Yours is an issue I've consulted on with many clients and mentorees, but I'm not finding a specific article I wrote about it for copywriters.

    You may find some of the techniques in these two articles I wrote for freelance writers on how to tackle complicated topics for a general audience relevant:

    Become a Successful Freelance Science Writer for Magazines
    The M-Factors: Qualities that Help You Break Into Major Magazines (especially M-factor #4)

    Good luck,
    Marcia Yudkin
    Signature
    Check out Marcia Yudkin's No-Hype Marketing Academy for courses on copywriting, publicity, infomarketing, marketing plans, naming, and branding - not to mention the popular "Marketing for Introverts" course.
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    • Profile picture of the author Princess Balestra
      Invite yr stuff into people's lives in terms they understand ... they want.

      The only abstraction is if your product is so intrinsically shit nowan would ever want it.
      Signature

      Lightin' fuses is for blowin' stuff togethah.

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  • Profile picture of the author JasonTheFreeman
    Selling a management framework is tricky indeed. Especially at established organizations. It's highly unlikely that they will be willing to change how they run things. If they see that their methods are still working.

    It's already hard enough to argue with people about clashing ideologies. But hey I'm not here to discourage. Although I might not have a book recommendation I can give a suggestion.

    You can try selling those new concepts to up and comings start-ups or newly established organizations. They are more likely to be persuaded in reform, because they are fresh and new.
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    • Profile picture of the author JohnMcCabe
      Originally Posted by JasonTheFreeman View Post

      Selling a management framework is tricky indeed. Especially at established organizations. It's highly unlikely that they will be willing to change how they run things. If they see that their methods are still working.

      It's already hard enough to argue with people about clashing ideologies. But hey I'm not here to discourage. Although I might not have a book recommendation I can give a suggestion.

      You can try selling those new concepts to up and comings start-ups or newly established organizations. They are more likely to be persuaded in reform, because they are fresh and new.
      Your post gave me a flashback to a previous career. As an engineer working for a well-established manufacturing company, I could always tell when the powers that be had been to a new management seminar. After each seminar that resonated with the big boss, we had to start training on the new paradigm, which became difficult after the first few because the workers knew it would change again in a few months.

      Your opening statement is likely true for very large and very small businesses, but for many midsize outfits with big ambitions, the door may be wide open. The OP has a good start with a lot of current buzzwords that will perk up their ears.
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  • Profile picture of the author TheBigBee
    And of course, the basic tip is to present complicated products in super simple way like "We are the tinder of parking slots" etc
    I see potential in this. I have been in the start up culture and environment. I was surrounded by IVY leaguers and folks with big fancy degrees while I didn't have these things. I did have the ability to help them simply communicate their core value prop at eye level to their customers so I won their respect.

    There is no "flat organizational model" if you can't communicate what it is that you do to customers in a very simple way. So, why not build relationships with companies by first helping them clearly understand that the headline on their website should not say;

    "Solutions Architects Fulfilling Human Resource Needs to Rapidly Growing Organizations" and instead should say "We'll Help You Hire the PERFECT Candidate - Fast."

    I'm winging it, but you get the point. Super smart people are very dumb when it comes to simple communication. HUGE MARKET OPPTY here.

    If they agree that what you are saying makes sense, then you have their attention.

    From there you can forget about selling the abstract products and instead sell high dollar coaching down the line.
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    FILL IN THE BLANKS!
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  • Profile picture of the author helisell
    Selling is selling. If a product is 'hard to understand' you'll need to simplify.......NOT what
    is IS or even what it DOES......BUT

    What the benefits of those things are.

    Once you understand that concept then it matters little which books you read.

    However.

    You are not going to learn much just by reading a book. You need to study selling the 'the benefits' of a product. There is really no such thing as a complicated, hard to understand product.

    How many people do you think understand the workings of a top end BMW car? The people who sell these [well the successful ones anyway] spend little or no time expounding how the galvanised gangling pinions increase the rpm and engine momentum.

    They demonstrate how cool it feels to accelerate silently to 80mph and how great that will make the owner feel.
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    Making Calls To Sell Something? What are you actually saying?
    Is there any room for improvement? Want to find out?

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  • Profile picture of the author Alex Gramm
    Great speach!
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