The 3 Keys to a Marketable Product

I can’t tell you how many times people share with me their marketing materials, and it’s all wrong. Hi, my name is Bernie Heine, and I will talk today about the laws of marketing physics. This comes from a book by Doug Hall called Jumpstart Your Business Brain.

Related: 8 Keys to a Strong Marketing Strategy

Overt Benefit

The first law Doug Hall talks about is having to have an overt benefit. Marketing should include a benefit that hits people between the eyes, and make them feel as though someone spoke to them directly.


The second one is believability, that there should be a real reason to believe. Like, “I can believe all that stuff” – I’m talking about the pedigree, certifications, or testimonials from people you can believe.

Related: Marketing the Moon

Dramatic Difference

The final law of marketing physics is, is there a dramatic difference? What’s the difference between your company and all of the competition?

Apply the laws of marketing physics

Now, add it all together, applying these three laws of marketing physics. It really gives the marketing message a pop.

People see it, they believe it, and they know why it’s different. They want your products, and not because you’re talking about all the things you do, but you’re talking about all the benefits that you bring.

Related: Components You Should Include in Your Marketing Plan 

“What’s in It For Me?”

You know, most people are tuned into one radio station, and that’s WIIFM, or what’s in it for me? That’s what people want to know. And when they’re looking at your marketing messages, they want to know what is in there for them.

So remember the three laws of marketing physics: having an overt benefit, a real reason to believe that message, and an understanding of the dramatic difference. So what makes your products and services different from everybody else out there?

About Bernhard Heine

Bernhard Heine is a business and executive coach at Professional Business Coaches, Inc. (PBC, Inc.), a company he founded to help business owners and leaders create and achieve their vision. Bernhard has more than 25 years of experience working collaboratively with business partners in all phases of business management, restructuring and transformation, particularly in: strategic planning, marketing and sales, organizational design, engineering consulting, project management, coaching and facilitation.

Bernhard holds a BS in marine engineering from the US Merchant Marine Academy in NY. He also holds an MBA from Harvard Business School and is a licensed business coach with Professional Business Coaches Alliance (PBCA), and an Authorized Client Builder Sales Trainer.

He was Executive Director for Strategy and Business Development at Textron Inc., strategy leader at Coca-Cola in Germany, and management consultant with the Boston Consulting Group. Early in his career, he worked globally as a marine engineer.

Bernhard has also achieved the “Master Coach” designation from the PBCA in Sales, Coaching, Leadership, Marketing, Personal Effectiveness, and Exit Planning.

“I help my clients become more self-aware of why their issues continue to occur and why their prior efforts have not led to success. Through regular sessions, holding them accountable for their actions, they make gradual improvements and over time achieve the success they are looking for.” – Bernhard Heine

Certifications: Professional Business Master Coach, Legal Practice Coach, Extended DISC Trainer, Everything DiSC Trainer, Client Builder Sales Trainer, Five Behaviors of a Cohesive Team Trainer.

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