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.