Goal: What feature can I enlarge to make my product or service more appealing to my target customers?

Few products, features or services exist that cannot be enlarged in size, and made more appealing to someone.

Family pack, jumbo size, bundling , king sized, deluxe service, super size it. These are examples of the principle of enlargement.

The consumer not only wants their products and services faster, more convenient and free from negatives – they want more for their money.
 
If your customer’s like your service or product, there is a sure-fire bet there is a segment of your market that would like even more of it.

The principle of enlargement can give you a unique market niche that can put you ahead of your competitors.

By using the principle of enlargement, you can save money. We all know buying and selling in larger quantities cost less, so it's to your benefit and your customers to apply it your business plans.
 
But buying and selling in larger quantities is just one aspect of the principle of enlargement. You can also enlarge your service to your customer.

You can enlarge a feature of your product, a feature of your service or a feature of your sales offer.

People are always fascinated with more, bigger, or larger. The trick is to find what your customer’s want more of, in relation to your product or service.

For example, notice how other businesses apply the principle of enlargement to their products or services.

Look at your competitors, can you enlarge on something they’re doing. If you can that could be the niche that can give you an instant edge.

If the enlargement you choose is too hard for your competitors to duplicate, you could have a major niche on your hands. Congratulations!

Many successful businesses have been built on selling the larger versions of products and services. For instance, Mitsubishi focused on big screen TV’s. Cadillac and Lincoln focused on Limousines. And Ford and Chevrolet focused on big pick-up trucks, to name a few.

Using the principle of enlargement is limited only by your imagination. You can get ideas from any place.

My best ideas came from watching my competitors and choosing the things that would be good to enlarge on, and from watching T.V.

Another idea is to ask your customer’s. Ask them if they would like a larger version of something, more of something or something expanded?
 
If you look around, most successful businesses will use this principle of enlargement constantly in one or more places. Consumers are always looking for products and services that are bigger, larger, wider, thicker or longer etc.

You should ask this question each day, “How can I serve the unmet needs of my customer today?”

Remember, using the principle of enlargement could not only make you more money, it can save you money as well.

You do it by selling your product or service in larger versions. Using the principle of enlargement can be a win-win situation for everyone.

Using the principle of enlargement also means giving your customers more choices, and people love more choices. Don’t you?
 

That’s bundling. Because of the cost savings to the store, and to get me to come in, they can pass the savings on to me.
 
Auto dealers use bundling when they offer a sport, luxury, or touring package on a car. Insurance companies bundle health, life, and auto into one deluxe policy for a lower price than if you purchased each one individually.

Even the fast food industry is using bundling with their value meal menus.

Can you think of how you may use bundling as part of your product or service?

Another way to use this principle is to enlarge on your free services, premiums or discounts.

People adore free things they can use. For example, sports fans love sports magazines, cards, and posters. Music lovers cherish discounts for CD’s and concerts. Housewives love childcare, shopping, and beauty tips.

Many businesses have literally been built by giving away free things. Can you think of a low cost service or product to offer your customers? THINK BUNDLE.
 
Another way to use the principle of enlargement is to find a way to enlarge your market. You do this by testing ways to appeal to a wider range of people. For instance, if you normally sell to young males 21-30, brainstorm ways to appeal to males that are 35-40?
 
By slightly changing or adding something to your product or service, you may be able to appeal to a larger market.

If your target customer is a woman,  think (brainstorm) how you could appeal to men, or vice-a versa? Also, with the growing number of immigrants flowing into this country, could you do more to sell to them?
 
By selling to foreign speaking markets, you’re applying the principle of enlargement. By using the ideas in this chapter, you’ll have the tools and insight to get you to the next financial level.

Now start brainstorming ideas to apply the principle of enlargement to your business, product or service.

Next: Niche Principle 8