Marketing won’t save your garbage product

If you have a garbage product, you are never going to be able to sell it.

Do you know how often entrepreneurs come to me with their ideas? What they do is they make something sound smart, but in reality, they're just trying to combine two things without solving any real problems.

If your product doesn’t solve real problems, if it’s not well constructed if it doesn’t feel good in people’s hands, your customers are not going to love it, and they’re not going to recommend it. Consequently, your product reviews—those reviews that are so important for growing and scaling your business on Amazon, Google, or other shopping platforms—would get a lot of two and three stars.

Marketing will make an amazing product go to the next level, but it’s not going to make a garbage product fly. You need an amazing product; you need to believe in it. Unboxing the product needs to be a great experience, and it needs to be able to solve a problem. It doesn’t need to be crazy fancy—it just needs to be thoughtful and intentional. That is, it needs to work.

Messaging and tone will also not save you if your product is garbage. Your product has to solve real problems in people’s lives. It has to be of great value and at a fair price. When you have these things together, then you are in a position to build a brand that you are going to market. You should layer on top of an amazing product a thoughtful tone and a purpose. It’s important that you know the type of brand you want to be. Know what you’re fighting for and what you’re fighting against. When your brand stands for something and it piques people’s interest, you can build something that will sell. The backbone of all marketing strategies is an amazing product. A great product is what keeps customers and what gets you great reviews. It is the centre of the entire ecosystem you are building.

Do you honestly believe that your product solves a real problem? Is it something that truly helps people? That is the way to build a lasting brand. If you are excited about your product, if you are creating it for your own need, if you are doing something because you believe in it, and if you love it and want to share it with the world, you’re in a position to build an awesome brand.

Okay, perhaps you’re asking yourself, “How do I know if my product is good enough or not?” Well, look at what people are saying. Listen to their complaints. Elicit feedback from them without getting defensive. Here are common areas to think about: How does it feel in your hand from a texture point of view? From a weight point of view? From a functionality and ergonomics point of view? How does it hold up? Does it hold up to use, or does it break?

Next, you have to think in terms of how your product stacks up relative to the competition. If another entrepreneur has a similar product but is at a much lower price, then you’re no longer relevant. So you need to create a better version of your product. You need to be able to create something that feels better and lasts longer. You have to have a product that can compete in terms of value and quality. You start by asking whether or not the packaging of the product feels cheap. For example, does the plastic it’s wrapped in feel cheap?

Now everything starts to move out from the product itself to the actual brand marketing. How is the website? How is customer service interactions? Is there a community built that speaks about your product or how to use it? Those are things you want to look at as well because, at the end of the day, perception is truth.

Think about yourself. Will you be your own customer? Does your product solve a problem that you have? Do you love your product? Are you creating something for a group that you are a part of and for a need that you have? Are you creating something at a price level you are willing to pay for? Is your brand’s value, quality, and customer service built around the type of things you hoped other companies would offer you?

These are the questions that you want to ask when you start your brand strategy. Start with the entrepreneur—the leader. As an entrepreneur, you are the core of your company and your product. If you want to create a lasting brand, you have to create something for yourself.

So to wrap it up, here’s what you’re going to do:

  • Look at your customer reviews. Talk to people. Be honest with yourself.

  • Look for areas to improve your product (if it isn’t good enough). Now if your product is already amazing, then celebrate.

Start thinking about marketing strategies. I really want you to scrutinize and think about whether your product is good enough. If it isn’t, then fix it. If it is, then go ahead and celebrate.