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Worried your product will be a bore to consumers who think they've seen it all before? A good marketing strategy will let you rest easy.

By Don Debelak

Opinions expressed by Entrepreneur contributors are their own.

Just because you think of a stellar idea doesn't meanpotential customers will embrace it. Inventors face many hurdlesbringing their products to market, especially when it's alreadyflooded with similar ideas. If you want to succeed, you've gotto convince buyers that your bright idea is better than theproducts your customers already know and use.

Linda May, 44, faced this situation when she and her partner,Bob Kloczkowski, 50, introduced the "Save My Face!"Pillow. Because so many other pillows had hit the shelves duringthe past decade, the market first viewed May's creation as justanother therapeutic pillow. "[It's] actually a beautyproduct," she says, "but people weren't seeing thatat all." Instead of providing neck comfort, the "Save MyFace!" Pillow promises to minimize facial creases. Now thatshe's communicated that message to buyers, May's garneredbusiness from a profitable market segment: middle-aged men andwomen nationwide who yearn to hold on to their youth as long aspossible.

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