Have you heard people don't read anymore?
"Ain't that the truth."
Which makes it all the more remarkable that you're reading this.
"I'm not reading - we're having a conversation. It's different."
So, Person Who Doesn't Read, have you read the article from Copyblogger on The Billy Mays 5-Step Guide to Easy Selling?
"No. I don't read blogs. They're shabby shadows of what I remember newspapers being, you know, back in the day."
If I promised you it was short and easy on the brain would you go read it?
"Does it have pictures?"
It has one picture.
"Is it of a girl?"
It's of Billy Mays.
"Hmm. I suppose you'll want me to read the comments too."
No, just the article.
"Why are you asking me to read an article about a recently-deceased pitchman's approach to selling that doesn't even have any nice pictures?"
Because it's a very crisp distillation of what product managers should build if they want their software to sell like hotcakes.
"I'm a software product manager. I'm not going to build a C++ version of the ShamWow."
But that's the rub - you could. And you don't have to be Vince Schlomi either.
"Who is he?"
The ShamWow guy.
"How do you know these things?"
Don't distract me. You need to read the article because product managers get too hung up on big brand ideas, about building segments and impressing analysts and whatnot and often forget that building products that people want to buy means you have to really think about the buyer, and what it's going to take to energize him or her to take action, and feel good about it.
"And. . .Billy Mays can tell me how to do that."
"For a software product."
"Do I need to double my customer's orders if they call in the next ten minutes?"