August 31, 2016
Marketing your product by process of elimination
I've always been fascinated by Marketing, promotion, and advertising. And even though there are a lot of books written about it, and I studied it in school, it seems like nobody really knows what will work. There are so many factors that are constantly shifting that I call it "hitting a moving target". And it's always been that way. So if someone tells you that they know what you should do for your marketing, I'd be skeptical. They may also tell you which horse is going to win at the Kentucky Derby, or which stocks you should invest in. I'm not saying that they couldn't be right, I'm just saying that it's a gamble.
If you're interested in marketing your product, the best place to start is to do everything, and eliminate what doesn't work. Start with stuff that costs nothing, like walking up to the next person you see and saying, "buy my product!" Who knows, that person may be a millionaire interested in paying you a lot of money! But the chances are slim. Then you can move to the next thing, maybe wearing a T-shirt everywhere that promotes your product. Or you could mount a giant megaphone on the roof of your car and drive around announcing how great your product is.
Now waitaminute, I'm not being completely silly here. Some products take off from the moment people see them. And who knows? You may have the next "must have" product that will "go viral".
No, Marketing people can't guarantee success for your product. If they do, they would be telling a lie (or in advertising talk "expedient exaggeration"). But you can guarantee failure - by doing nothing. And I know that seems like a strange place to begin your marketing campaign, but it's really the best place to start. Do something. Start simple.
Start with your budget. And no, it doesn't have to be a dollar amount. For most people, it's time. Spare time. This is the age of the internet. Create a Facebook page, a Google+ page, write a blog, create a board on Pinterest, the free list goes on and on. And on, and on, and on. They cost nothing except your time (and it can take up a lot of your time) and it may be exactly what your product needs to get noticed.
I hope this helps. And if someone tries to sell you a fast and easy way to market your product, just smile and keep walking. If it was that easy, everyone would be doing it.
Posted by Brad Hall