Ok… to all business owners, executives, marketers… even copywriters…
The product does NOT, repeat… does NOT sell itself.
There are way too many choices, there is way too much information available, and… people just don’t care about you or your product until they are CLEAR about what’s in it for them (WIIFM).
So make a world-class product… by all means.
But don’t think for a second that the product itself will do all the work, or even part of it, without a catalyst, a spark to light the “flame” of success selling that product.
And if your product truly is unique… the job is harder still to prove WIIFM… not easier.
There are a number of “parts” to marketing…
- The process.
- Lead generation.
- And on… and on…
But most people miss the most important part of marketing all the time…the product itself.
Now before I get the emails that say “but Joe, what about audience, offer, and copy?”… hold on. All of that is VERY important, in fact critical as well… but all of that means NOTHING without a product that will turn people’s heads.
Obviously, you have to be creating a product that people want, so you have to find that out first, but “finding that out first” isn’t the most important part of the marketing process.
We’ve had average products being sold to us to consume for far too long. People are craving quality, and will buy quality (in story, the product itself, etc…) over quantity almost every time.
Product is what people share, product is what people buy, product is what people talk about.
In this digital age, having a knockout product can reduce your marketing efforts BIG time.
We will go into this in more detail in later posts.