"The Strunk and White" of Successful Product Development
This writer is looking for an agent.
Sixty years after its first publication, Rosser Reeves’ acclaimed classic, Reality in Advertising, has finally received its long-needed companion volume: The Four Marks of All Successful Products.
Whereas Reality in Advertising introduced salesmen to the three Unique Selling Propositions (USPs) that all successful ads must bear, The Four Marks introduces product developers to the four characteristics that all successful products must bear – lacking which even the most talented copywriters won’t be able to conjure up USPs strong enough to sell those products successfully.
What kind of products does The Four Marks deem “successful”?
Think of Super Glue, Lipitor, and Velcro – products that, as Ryan Holiday notes, “not only refuse to die or fade into oblivion; they grow stronger with each passing day.” From the beginning, these products had all four Marks, which is why they’ve sold so well for so long . . . and why persons involved in product development need this book to help them ensure that their next product features all Four Marks.
In the groundbreaking tradition of Claude Hopkins’ Scientific Advertising and Rosser Reeves’ Reality in Advertising, and in the breezy, conversational, yet informative style of both, The Four Marks of All Successful Products explains each of the four Marks that new products absolutely must have if they are to be sold effectively by means of Reeves’ three Unique Selling Propositions and achieve enduring success in the marketplace. (One Mark is not enough; nor are two or even three. A product that lacks even one of the Four Marks is likely to do poorly and will almost certainly decline and fail.)
Although the principles enunciated in Reality in Advertising are still taught in most business schools, not all businessmen and women have attended business schools (or remember what they learned there so long ago!). That’s why I’ve written The Four Marks of All Successful Products as a standalone book which doesn’t require prior familiarity with Reeves’ classic.
In this respect, The Four Marks is like Strunk and White’s brief but powerful standalone grammar book, The Elements of Style, which since its publication just two years before Reality in Advertising has sold over ten million (!) copies by making the case for “cleanliness, accuracy, and brevity in the use of English.”
I’ve crafted The Four Marks to become . . . “The Strunk and White of Successful Product Development.”
Much as Strunk and White’s brief, succinct, but unforgettable pages have fixed in the minds of generations of frustrated writers the fundamentals of writing (e.g., “Omit needless words”), so the brief, succinct, but unforgettable pages of The Four Marks of All Successful Products will fix in the minds of frustrated businessmen the fundamentals of successful product development: the four characteristics of all successful products – from the wheel to the world wide web – than which absolutely none are more important!
In the hands of the right publisher working with a determined and savvy marketing department, The Four Marks can over time be expected to achieve generations of sales greater than Reality in Advertising and even greater than the ten million of Strunk and White. That’s because:
1) There are far more frustrated businessmen and businesswomen out there than there are frustrated writers; and
2) Every year there are thousands of college students in introductory business classes who (year after year once we get the word out) are sure to be assigned The Four Marks.
Like Reality in Advertising and The Elements of Style, The Four Marks is a quick read, but its brevity must not be mistaken for lack of punch. Indeed, no other book on product development offers benefits as unique and as compelling as those found in The Four Marks. So confident am I about this that in it I show in detail how its own pages bear each one of the Four Marks that characterize all successful products.
Before you make a decision about this Proposal, do this:
Find me another book on successful product development that’s brave enough to measure itself by its own standards!
In bookstores and on airport book kiosks, moved by the benefits offered by its title, harried businessmen will always reach for The Four Marks before they pick up the book to the right or left of it. (Among them will be CEOs, CMOs, senior decision makers, strategy managers, product managers, brand managers, and thousands of entrepreneurs.) Not a one of them will be disappointed, fueling ever-growing sales which they will augment for us by speaking about it to their colleagues.
In colleges, business students will be changed by the book’s powerful, incontrovertible evidence that to be successful, products must bear all Four Marks. Over the years as these students mature in their own business careers, and by word of mouth, they, too, will fuel ever-growing sales as the book takes its place next to Reality in Advertising and other classics like Jim Collins’ Good to Great.
The Four Marks of All Successful Products: “The Strunk and White of Successful Product Development” (which itself bears all Four Marks!)
Contact me, and I will send you a turnkey, camera-ready pdf of THE COMPLETE FINISHED BOOK. Alternatively, you can purchase a self-published copy of it at this AMAZON LINK, where I have just started selling it while I seek the right publisher.
John Barger, Ph.D.