How To Win Influencers & Boost Your Launch

I recently had a fun and interesting call with The Gear Guru, Patrick Netter. His book High Tech Fitness in 1984 really highlighted the little known tech revolution happening in health, fitness and wellness and his ability to be on the cutting edge of the next big thing has never left him. Patrick’s expertise is so spot on, this was a perfect opportunity for me to share Q&A style, how to get the attention of an expert reviewer and how this process has changed over the years.

When I asked Patrick about the first product he reviewed, that went to market ahead of it’s time, he turned the tables and asked me the same question about products. Our answers were telling, and even at the risk of aging both of us, I’m sharing anyway:

Tracy: Stylus pens for handheld recorders, in the late 90’s, which was really high-tech. It was the first product I personally brought to market and was very cutting edge. The first product I was involved with while part of a company, that went to market, was the iconic Aeron chair.

Patrick: The very first rebound trampoline exerciser, that happened to be square, not round, and truly was ahead of it’s time. The trampoline was designed as a new health device for the benefit of mankind, and it had a three part suspension system with springs built into the legs and a flexing frame. It was a thrilling first review.

The most telling detail about the stylus pen and the trampoline review is this: we’ve been around the block, before the block was a block. Patrick knows what it takes to get the interest of an expert reviewer because 1) he is an expert reviewer and 2) he’s been doing this a long time.

A. The first questions I always ask before reviewing a product are:

The thing is that products might be great, but if it’s purpose isn’t clear or people won’t “get it” right out of the gate, reviewing the product probably won’t serve any purpose. These questions help me determine if the product, and reviewing the product, will be a good use of both my time and the potential consumers time.

A. Well there are two problems for new products and these two problems can explain the reason why products might be exciting to review but still don’t sell.

If you have to over-educate, being a pioneer, who is going broke to gain understanding for your product, it’s rough.

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