Direct Selling: Hero Worship
Another example of giving its hero the headlines is National Geographic. The long-running nature education publication certainly has diversified itself in the past decade. No longer simply a newsstand staple, National Geographic Society is a multimedia entity, with online videos, DVDs and its own cable channel. But for a magazine that began in 1888, one of its offerings remains king—subscriptions.
Even though the National Geographic Web site bursts with informative articles, vibrant photos, streaming videos and other tidbits about nature and history, the tried-and-true magazine subscription manages to gain attention. Again, this is by design. The site's top navigation bar presents six search options, with the "Subscriptions" emblazoned in red text to stand apart from the others. Interestingly, the only other action button in red is the word "Shop." And guess what? The primary item featured is, you guessed it, the subscription. The site search function sits right below the top navigation, and next to it a large callout promotes magazine subscriptions with a large, enticing price point. Even Nat Geo, the cable channel, advertises subscriptions.
Creating a Superhero
No matter what your hero is, there seems to always be an opportunity to create an even better product or differentiate it even further. How? Simply listen to what your customers want, and improve on what you already have. Listening is key to transforming a hero into a superhero.
Take a look at your hero product. What do customers like about the product? What problem does it solve for them? Can you find other ways to help solve the same problem in a more efficient way? Can you add new features to improve performance? Or can you combine it with another product to create more options for consumers? Explore these questions, and chances are you will find multiple opportunities to elevate your current hero products to superhero status.