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That's a Shocker

Are you willing to do what it takes to make your customers say "wow"?

This story appears in the May 2002 issue of Entrepreneur. Subscribe »

We all know what the selling world is like. For every product that comes on the market, dozens just like it follow close behind. Product parity is the name of the game, and consumers know it. Often, the only way you can break through the "me-too" barrier is to introduce the "wow" factor: that intangible element that causes an emotional response in potential buyers, making them take a second look, draw in a breath and say "Wow, I have to buy that."

There are two ways to get the wow factor. The first is by introducing a product that's unique. I recently introduced a product to market that had never been seen before. Called the FoldzFlat Pen, the product folds up flat enough to fit in your wallet, yet opens up into a full-sized ergonomically designed pen. This innovative pen has several things going for it: It's the first of its kind, it has a corporate-type mechanical patent and a registered trademark, and it's perfect for carrying logos and imprints.

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