It's all about packaging, by Mark Blezard

So, I have already stated the importance of packaging... "your hidden salesforce."

Which product takes your fancy? Now you get it – or not!

And so, this post is a simple reminder of how important that message was. You can have the most brilliant product known to man – but if you don't jump off the shelves you will be buried within this 'pit of despondent sales.'

To summarise, hire professionals for your packaging. Do market research. Run test groups. Regionalise (not every region or certain demographics have the same taste/appeal).

Trust me, so many manufacturers place 99% of their effort in producing a great product and they rush this last stage, which is a crying shame as it really is your hidden sales force.