You have 2 options when developing a product or service.
- You can market it, so that people will think it’s better than it really is.
- You can market it, so that when people try it, they find it’s even better than you said it would be.
The first option is all about hype
It’s about selling to people, who will quickly feel buyer’s remorse. It’s the way those get rich quick ebooks are sold, with their non-existent money making systems. It’s about investing too much time on the marketing and too little time pumping massive value into the product.
The second option is all about exceeding expectations
It causes people to spread how awesome you are, via word of mouth; transforming customers into advocates. It’s the approach that helped Apple achieve record breaking profits, during the worst economy in living memory. It’s about baking the marketing into the product; making the product SO GOOD that people feel the need to tell everyone how amazing it is.
The first option is easiest, which is why it’s most common. However, it’s an approach that lacks longevity.
The second option requires craft, which is why it’s less common. However, for those brave enough to embrace it, the rewards can be huge.
IMPORTANT: If you want to make more sales, boost your profits and grow an amazing business, this will help you!