Marketing starts with your product.
If what you sell isn’t good enough, if it ISN’T MAKING THE IMPACT YOU THOUGHT IT WOULD, BY ALL MEANS, DON’T PUT IT ON THE MARKET!
A world where we are accountable
Born in New York, 1837. Father of modern advertising and the first true full-time copywriter stated, “Stick to the truth, and that means rectifying whatever’s wrong in the merchant’s business. If the truth isn’t tellable, fix it so it is.” John E. Powers.
The online business world requires little to no accountability and credentials, and this has allowed for so much freedom and an experience of connection and information that was not available to us prior to the internet. However, this has also allowed more people (note, I am very aware that this was going on all the time pre-internet time, it’s just now it’s even easier and faster) to put things on the market that are not as they are claimed to be, with even more removed and remote client-business involvement.
Maybe five years ago you could create some really generic, half-up-there product or service on the internet, and it would sell. Nowadays, people are realising quickly that that’s not really the case anymore.
And it’s not marketing that you go to first in order to solve this. Go back to your product or whatever you’re selling first. Perfect that, continue to improve on it (Kaizen!), and continue to lead with it.
John E. Powers is one of my top role models (as I am copywriter, and a really straightforward person as well) when it comes to advertising. His approach is all about the product being held accountable before he writes anything for it. And if it’s not that great of a product, he would write what was wrong with the product into the copy as well.
I’m not that great at highlighting negative things as he is, so my version of following Powers’ commandment is to PERFECT YOUR PRODUCT FIRST.
Five Fantastic Benefits of Perfecting Your Product First
- Making the Impact. This has to be the bottom line for what you’re creating and why you’re in business. The deeper you are as a person, the deeper reasons you’ll have for the impact. You’re in business to make a difference in people’s lives, so perfect your product to the point where you know people are going to receive the benefits and impact from it, to the best of your ability, with all the resources you have.
- Having Enthusiasm. I first learned about the principles of enthusiasm from Dale Carnegie when I was fourteen, and it stuck to me. It’s the secret sauce of business – think of the difference with an entire team that is enthusiastic about your product, vs. bored about your product. Think of the difference of a salesperson who is enthusiastic about what they’re selling, or just doing their job. It’s that energy that is created and that can only be created through authenticity of a product that really has been improved upon to its highest level.
- Solid Confidence. You know this product or service is going to deliver results because you spent the time to perfect it! Before I started doing private life coaching, I read and studied coaching books and the practice of coaching, as well as personal development which had always been there growing up. I was focused on delivering the best. When you know it’s the best out there, you know your customers and clients will love it, and what keeps business fresh and exciting is that you continue to improve and innovate on it.
- Data Metrics. People see data as a commodity in business these days, and the most valuable data comes from when you have a good product/service. It also sets up greater continuation for others to build off of later on, which means you are providing and creating greater value (wealth conscious mindset!). You don’t have to necessarily collect deep analytical data in your business, however it can only be done when you know your product is solid.
- High Quality Content Abundance. When you are faced with creating content and asking why something is going to benefit your clients, you have a lot to say, and they’re all super quality points. You’ll never run out of content to create because there’s always something else you can use to draw from why your product or service is valuable.
All these things of course, lead to better marketing, sales, business, and the experience of being alive in your business!
My own services, I’ve beta-tested them and surveyed my clientele on the experience, as well as evaluated the individual components in my packages. I know that my services deliver powerful results and impact because I’ve studied the field, I’ve had firsthand experience in the corporate world, and on top of that I continued to beta-test (and continue to review today) with clients to deliver maximum efficient results in my work.
If your product or service isn’t delivering results and impact yet, start with the product! Don’t try to figure out how to market it until you know it’s something you’re absolutely confident, proud, enthusiastic, and excited to have people receive.
Let me know in the comments below, what are three ways you can perfect your product or service to increase your impact, enthusiasm, confidence, quality data, and quality content?
With love and conscious words,