The Right Way to Launch a Product or Service, Apprentice-Style以正确的方式推出的产品或服务，学徒式

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I just found the answer to my long hours of Web 2.0 promotion.我刚刚找到的答案我很长时间的Web 2.0促进。 It's called Web2Submitter and it is a life saver.它叫做Web2Submitter这是一个生活的程序。 I am going to save at least 5 hours of submission time per week with this thing.我要节省至少5个小时提交每星期的时间与这件事。

Article source: http://www.sonarer.com/ . 文章来源： http://www.sonarer.com/ 。 Used with author's permission. 用作者的许可。

Everything you need to know about launching a new product or service you can learn from ...一切您需要了解的有关推出新的产品或服务，您可以了解从... TV?电视？ Well, maybe not everything, but the first episode of the 2005 fall season of The Apprentice with Martha Stewart illuminated plenty of marketing lessons that you can learn from.好吧，也许不是一切，但首发的2005年秋季的学徒与玛莎斯图尔特照明充足的市场营销经验，您可以学习。

Here's the skinny:这是瘦：

In case you've never watched the show, individuals compete against each other in self-made teams in hopes of becoming the apprentice of the mogul who's the star of the show.如果你从来没有观看了演出，个人互相竞争的自制队伍，希望成为学徒的巨头谁是明星的表演。 In the original Apprentice , this was Donald Trump.在原来的徒弟 ，这是川普。 Now Martha Stewart is seeking her own protege to help her keep her multibillion-dollar media empire thriving.现在，玛莎正在寻求自己的门徒，以帮助她让她数十亿美元的媒体帝国蓬勃发展。

On the season premiere, two teams (known as Matchstick and Primarius) were given the assignment to take an existing fairy tale and turn it into a book for a first-grade audience.在本赛季首演，两个小组（称为火柴和Primarius ）的转让给予考虑现有的童话故事，并把它变成一本书为一年级的受众。 Matchstick chose to rework Hansel and Gretel, while Primarius chose Jack and the Beanstalk.火柴选择返工汉赛尔与Gretel ，而Primarius选择杰克与魔豆。

After days of brainstorming, project management (and mismanagement), frantic writing and first-class illustrations to go with the stories, Team Primarius was the clear winner.经过两天的集思广益，项目管理（和管理不善） ，疯狂的写作和一流的插图去的故事，小组Primarius是明显的赢家。

Why did they win?他们为什么会赢？ Good question!好问题！

1. 1 。 Their target audience had a need for the book. Kids love a good story. 他们的目标受众有需要的书。孩子们一个良好的爱情故事。 And most parents like to buy their kids stories that inspire them, so there is a continuous need for good kids' books.和大多数家长喜欢买他们的孩子的故事，激励他们，所以是一个持续不断的需要良好的孩子们的书籍。 From that standpoint, both teams' books were winners from the start.从这个角度看，两支球队'的书籍是获奖者从一开始。

Quite frankly, the biggest problem most small business owners have with their marketing is a lack of understanding of what their target audience truly needs to begin with.坦率地说，最大的问题，大多数小企业业主与他们的市场缺乏了解自己的目标受众真正需要刚开始的时候。

On The Apprentice , it's a given that there is a need for the product being sold before the teams receive their assignments, so it's easy to overlook this step in the process.关于学徒 ，这是一个考虑是有必要的产品出售前的小组得到其任务，所以很容易忽视这一步的过程中。 If there isn't a group of kids in need of a good story, there's no need for a new children's book.如果没有一群孩子们需要一个好故事，就没有必要为一个新的儿童读物。 Likewise, if your clients don't need something you're selling, you won't be able to make any money off of it.同样，如果你的客户不需要你的东西卖，你将无法作出任何钱的。

Does your target audience really need what you're selling?请问您的目标受众真正需要什么你卖？ If you're not sure, outline what you think they need, then ask valued clients for feedback to see if you're on the right track.如果您不能确定，大纲什么你认为他们的需要，然后要求重视客户的反馈意见看如果你在正确的轨道上。

2. 2 。 Looks aren't everything. 看起来是不是一切。

The winning team's book had a charming design that wasn't terribly fancy, but got the job done.获胜的球队的书了迷人的设计，不是可怕的幻想，但得到了工作。 And the story itself was written by a group of self-described business people who weren't terribly creative, but it worked, plain and simple.和自己的故事写的是一群自称商界人士谁不可怕的创造性，但它的工作，简单明了的。

On the other hand, the losing team's book had perfectly darling illustrations that all the adults loved.另一方面，失败的团队的书已经完全亲爱的插图，所有的成年人喜爱。 And the whole book rhymed -- no small feat for admitted non-writers, who likely added extra work to an already strenuous process just to ensure a "quality" product.和整本书韵-不小的壮举的承认非作家，谁可能增加额外的工作，是一项艰苦的过程已经公正，以确保“质量”的产品。

However, the story itself was overly complex, didn't engage the children, had content that many parents would find morally objectionable(!) and elicited almost no smiles from the group of 7-year-olds who were the test audience.然而，故事本身过于复杂，没有从事儿童，有内容，有许多家长会发现在道义上令人反感（ ！ ） ，并引起了几乎没有笑容的一群7岁的孩子谁是测试观众。

When you worry about the external factors of your products and services to the detriment of the actual content, your ideal clients won't engage -- and in other words, they won't buy.当你担心外部因素对您的产品和服务，损害的实际内容，您理想的客户将不会参与-和换言之，他们不会购买。 Finding a balance is key.寻找一种平衡是关键。

3. 3 。 You shouldn't create something new without knowing that your target audience likes it. 你不应该创造一些新的不知道，你的目标受众喜欢它。

It's one thing to tack on a new service and test out its effectiveness on a handful of clients -- and another entirely to develop an entire book without knowing that there is demand for it!这一件事上钉一个新的服务和测试其有效性少数客户-另一个完全开发整本书不知道，有需求！

The Apprentice 's winning team read a draft of their story to a group of kids long before they finalized it just to see what worked and what didn't. 学徒的冠军队宣读了一份草案，他们的故事一组孩子们很久以前，他们最后只是看看可行和不可行。 That way, they were able to see what needed to be fixed before their story was illustrated and typeset.这样，他们能够看到需要固定在自己的故事，体现和排版。

Preventing this problem by asking some target clients in advance can save you huge amounts of time and money.防止这个问题提出一些目标客户事先可为您节省大量的时间和金钱。

4. 4 。 Learn to respect other people's concerns. 学会尊重其他人的关注。

This is harder for some people than others.这是更难一些人比其他人。 At some point in our self-employed lifetime, we become experts in our respective fields, and there's no way anyone else other than a small handful of others could come close to our level of understanding.在某个时刻在我们的自雇一生中，我们成为专家们在各自的领域，而且也没有任何其他的方式以外的其他少数人可以接近我们的认识水平。 After all, we eat, sleep and breathe what we do every day.毕竟，我们吃饭，睡觉和呼吸我们做什么每一天。

As a result, it can be easy to laugh off concerns raised by clients, peers and prospects about our products and services because "they just don't get it."因此，它可以很容易笑了关注客户，同行和前景的了解我们的产品和服务，因为“他们只是没有得到它。 ” But don't laugh too hard -- there is plenty to be learned when someone doesn't understand what your small business offers.但是，不要笑太硬-有很多可以学到当有人不理解你的小企业提供。

Don't get caught up solely in what you think to be true.不要陷入仅仅在你的想法是真实的。 The contestant who got booted off at the end of the episode headed up the losing team.谁的参赛者获得了启动结束时的插曲领导失败的球队。 During his "reign," he constantly rejected the input of his peers, brushed aside concerns raised by fellow team members and forged ahead with what ended up being his own "baby," which he was proud of, but didn't actually work in the real world.在他的“统治” ，他不断拒绝的投入他的同行，置之不理提出的关注同胞小组成员和开拓进取的话结束了被自己的“孩子” ，他感到自豪，但实际上并没有工作现实世界中。

When your clients, peers and prospects give you input about anything related to your business, listen closely.当您的客户，同行和前景给你输入的任何有关您的业务，仔细聆听。 Only a very small percentage of people -- as in, under 10% -- will actually contact you about problems with your products or services, which means what you're hearing is just the tip of the iceberg.只有极少数比例的人-在下， 1 0％ -将与您联系实际的问题与您的产品或服务，这意味着你什么听证会仅仅是冰山的一角。 Most people just write you off without going to the trouble of telling you.大多数人只写了你没有去的麻烦告诉你。

5. 5 。 There's more than one definition of creativity. 有一个以上的定义，创造力。

A lot of people think that in order to be creative, you have to be artistic or completely original.很多人认为，为了有创意，你必须要艺术或完全原始。 Sometimes people even associate creativity with being flaky or otherwise unstructured.有时人们甚至准创造力与正在片状或其他非结构化的。 Each of these descriptors -- "artistic," "original," "flaky" and "unstructured" -- can be used to describe some creative people.所有这些描述-“艺术” ， “原始” ， “酥”和“非结构化” -可以用来描述一些有创意的人。 But none of the terms give any one person or group a monopoly on creativity.但是，没有条件让任何一个人或团体垄断的创造力。

The project that each group was assigned was not terribly "original."该项目，每个组分配不是可怕的“原始” 。 After all, the basis for both stories was a fairy tale that has existed for many years.毕竟，根据双方的故事是一个童话已经存在多年。 And modernizing fairy tales isn't terribly innovative either.和现代化童话并不可怕创新的。

The winning team, which was "business-minded," took an old favorite fairy tale, made it new and exciting by changing the setting and created an engaging story to keep kids interested.获胜的球队，这是“商业头脑” ，在一个老最喜欢的童话故事，使新的和令人兴奋的改变制定和建立了一个参与的故事让孩子感兴趣。 Conversely, the self-described "creative group," Matchstick, lost their battle because they attempted to be so different from the original Hansel and Gretel story that they missed the mark entirely.相反，自称“创意组” ，火柴，失去了战斗，因为他们试图这样做不同的从原来的汉赛尔与Gretel的故事，他们错过了商标完全。

Surprising but true, in many, if not most cases, people don't require complete originality in order to feel a connection.令人惊讶，但却是事实，但在许多，如果不是大多数情况下，人们并不需要完整的独创性，以觉得一个连接。 They just need to see why your take on something is special.他们只需要看到，为什么您对某种特殊。 A Shakespeare buff, I have watched probably 10 different interpretations of Hamlet and Macbeth over the years, and all have been satisfying in one way or another for their creative slant on an old theme.阿莎士比亚迷，我看过大概10种不同的解释，麦克白汉姆雷特和过去几年，和所有已满足以这种或那种方式为他们创造性的斜面上的老主题。

Likewise, having spent years marketing brand-new technologies for Sony's consumer electronics range, I can assure you that when you show prospects something entirely new, there is so much of a learning curve that you spend at least a good year teaching people what that thing is, much less why they need it.同样，花费了几年的营销品牌的新技术，索尼的消费电子产品范围内，我可以向你保证，当你显示的前景全新的东西，有这么多的学习曲线，你花费至少一个好年头教人什么事是，更不用说他们为什么需要它。

Digital cameras come to mind.数码相机令人难以忘怀。 In the initial years after Sony launched their first range of digital cameras, in the copy I wrote, I was forced to tell people how the images were saved, how the camera worked and essentially spell out what on earth such a thing was if I wanted them to understand their need for such a product.在最初几年后，索尼推出第一各种数码相机，在复制我写，我不得不告诉人们如何保存图像，相机如何工作的，基本上阐明地球上这样的事情是如果我想他们了解他们需要这种产品。 Nowadays you can simplify the explanation and focus on key benefits without educating consumers quite so much because they've heard of a digital camera before.现在您可以简化的解释和突出重点的利益没有教育消费者那么多，因为他们听说过一个数码相机面前。 It's difficult to be the first in a particular market, although in the long run, it generally gives you a leg up on the competition.这很难成为第一个在某一特定市场，但从长远看，它通常给你一条腿上的竞争。

So while you need to be creative in the sense of ensuring that what you offer is useful and different from your competition, you don't need to be unique solely for the sake of being creative if there is nothing to gain from it.所以，当您需要创造性的意义，确保您提供什么是有用的，不同的竞争，你不需要是唯一完全是为了被创造性，如果没有任何东西可以从中获益。 Being overly creative didn't do much for the losing team on The Apprentice , and it might not do much for your business either.过于创造性没有很大的损失团队学徒 ，也许没有多少对您的业务的。

Although I don't expect you to share my enthusiasm for The Apprentice if you're not into the reality TV scene, I think you can see how much you can learn about building your business from this show, which airs on Tuesdays and Thursdays on NBC here in the US (Check local listings for your area.)虽然我并不指望你分享我的热情学徒如果你不把电视的现实场景，我想你可以看到多少您可以了解您的业务建设这个节目，这架子上周二和周四上全国广播公司在美国（检查本地列表为您的领域。 ）

Tune in and learn how to flex your marketing muscles more effectively.收听并学习如何灵活的营销肌肉更有效。 And don't forget the popcorn!不要忘记的爆米花！

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