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That's a Shocker

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

By Barry Farber

Opinions expressed by Entrepreneur contributors are their own.

We all know what the selling world is like. For every productthat 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 intangibleelement 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 byintroducing a product that's unique. I recently introduced aproduct to market that had never been seen before. Called theFoldzFlat Pen, the product folds up flat enough to fit in yourwallet, yet opens up into a full-sized ergonomically designed pen.This innovative pen has several things going for it: It's thefirst of its kind, it has a corporate-type mechanical patent and aregistered trademark, and it's perfect for carrying logos andimprints.

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