Why I stopped buying condoms in Japan
Of all the countries I've been to, Japan is the most unique. There are things happening in Japan you won't find anywhere else in the world.
For example, Japanese streets are sparkling clean (I remember seen healthy, wild fish swimming in the gutter), yet there are no public trash cans. How is that, you wonder? Let me tell you... it's because it's Japanese people don't walk around with trash. For them, the idea of taking trash with you from one destination to another is silly. Which makes sense, right? I wish more countries would adopt that way of thinking. The last time I was in Bali, the beaches there were horrific.
Anyway, back to Japan.
Another thing I like about Japan is how much they care about service. When you go to a restaurant, cafe, or market, you're treated like royalty. It's amazing. And in addition to that, it's rude to tip in Japan. You're being treated well because it's cultural, not because they want more money (like in America).
The Japanese are very innovative too. From being able to turn on and fill up the bathtub with warm water from your kitchen to some of the most-technologically advanced toilets in the world, Japan is ahead of the game. They also got some innovation going on when it comes to condoms, too. I remember buying a pack of Japanese condoms that had handles on the sides; so instead of rolling the condom on with your fingers, you pulled on the two straps to put the condom on as easy as a hat. Brilliant. I kept one as a souvenir.
Unfortunately, the condoms in Japan are too small for me.
That's meant to sound like me bragging. It's more like, well, you know what they say about Asian men. It's true. And that's why I stopped buying condoms in Japan.
The lesson is is no matter how innovative you are, your product won't matter to someone who isn't a good fit (heh). Focusing on the features, benefits, and whatnot is always a good thing, but never forget WHO the actual person is you are marketing to.
Don't assume you know what they want, understand his or her needs (and physical constraints) instead.
Marketing to who the person is (not who you think they are) is another lesson you'll learn more about in copywriting programs.