How Joseph Sugarman’s curiosity to learn specific knowledge about a product helped him creating an ad that resulted in millions of dollars in profitable sales.
Joseph loved watches and his curiosity was turning him into an expert on digital watch technology
How Joseph Sugarman’s curiosity to learn specific knowledge about a product helped him creating an ad that resulted in millions of dollars in profitable sales.
He was planning to introduce a new digital watch in the market and wanted to make the best use of this opportunity.
In order to have a better understanding of every aspect of this new digital watch, Joseph visited the watch company’s laboratory located in Dallas, Texas.
There he studied and observed the watch through a microscope and asked every question that popped into his mind to the engineer standing by.
His questions weren’t limited to the design, production or assembling, but his curiosity was more centered around the technology used.
Joseph loved watches and his curiosity was turning him into an expert on digital watch technology.
However, none of the questions convinced him and he was till searching for that one big idea and a unique advantage: the USP
Even after spending a couple of days in the laboratory, he hadn’t reached a point where he could start writing the ad.
To get more clarity, he compared this new digital watch with the older ones.
At the time, most digital watches had liquid crystal displays, and in order to see the time, you had to press a button to illuminate the display.
But this new digital watch that Joseph wanted to introduce had new technology.
It was a new sensor watch and the display glowed constantly. No need to press any button, just lift flip your wrist and glance down to know the time.
By comparing the watches and knowing the difference about the features and technologies, Joseph still wasn’t satisfied and was still looking for that one advantage that would make him millions of dollars.
The new sensor technology was expensive and was made possible by a use of a radioactive substance.
More curious to know about the new sensor technology, He asked the engineer the following question and got his big idea in response
“Why didn’t somebody think of this radioactive material for watches before?”
The engineer replied
“We haven’t had the technology to seal the radioactive material in a transparent capsule without it leaking out until somebody developed a technique with a laser.The laser is what seals the capsule.”
And boom
The word laser stuck in his mind.
He got his big idea
And that’s all he was waiting for.
He crafted the following headline to sell the new sensor digital watch and made millions of dollars
“Laser Beam Digital Watch.”
A unique headline concept that sparks curiosity and stands out from the competition.
It talks about the new technology and how it benefits the customer.
So always study the product and chase that specific knowledge just like Joseph Sugarman did for this digital watch.
