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PHOTO: Zack Marshall People are like raccoons: we re attracted to the new, shiny object. Customers want to buy whatever’s innovative or cutting-edge. If you want to appeal to this desire, it’s helpful to position your products as next-gen in your marketing. So how do you market your offerings to stand out as the innovations they are? Here are some tips to position your product so consumers see it as the next big thing. Make Sure You Can Deliver on the Promise First things first: is your product actually next-generation? At the risk of stating the obvious, you have to first determine whether your product is genuinely new or innovative. If it isn’t, it’s not worth the effort to position it as next-gen. If you try to do so anyhow, the consumer may feel misled after (or before) purchase. They might also decide not to trust anything your brand says going forward.

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