“Consumers do not buy products. They buy product benefits.” — David OgilvyMATTHEW BEEBE, [email protected] 1. Don’t focus on what it is. Focus on who it is for. Whoever said “if you build it, they will come” clearly has never tried to sell a new product before. This may seem counter intuitive, but when you are launching a new product, the last thing you should be focusing on is the product itself. You should be focusing instead on the people who will be using the product instead! For example — don’t just promote the laser’s power. Talk about what that power can mean for those using it. 2. The specs are important. The applications are crucial. ...Read full articleRelated content from Photonics MediaWebinarsShrinking Pixels and Growing Sensors: Two Approaches for Increasing ResolutionThe drive for continuous innovation in machine vision results in a constantly increasing demand for higher resolution. Sensor manufacturers can take two main approaches to meeting this demand: They...Photonics.com 7/21/2021Laser Light Sources for Automotive and Specialty Lighting ApplicationsA new generation of visible laser light sources is being developed to enable advanced optical control through the use of miniature optics and reflectors, high-efficiency fiber optic transport, and...Photonics.com 9/25/2018Affordable, Low-Profile Solutions for Gas SensingBrian Sanders and Alfred Mottola of VIGO Photonics share the latest advancements in infrared (IR) detectors for the gas sensing market. These detectors are able to be deployed in small form factor...Photonics.com 9/8/2022Understanding Camera ResolutionVision systems are complicated by “real-world” variables. Lighting is always different (and never perfect). The size and placement of the item being imaged vary, as does lens quality. ...Photonics.com 9/18/2018