Don’t tell lies, marketers!
I know, Seth Godin once said: All marketers are liars.
Read his book, you’ll know why.
But then, after all, should you be this type of liar?
“Advertising doesn’t create a product advantage. It can only convey it…. No matter how skillful you are, you can’t invent a product advantage that doesn’t exist”
Many startups fall in the trap of using lies to market their products right after they build it while their name is one big-ass ZERO in customer’s mind.
That’s when you misunderstand which works, which doesn’t, between Brand Awareness and Distribution.
And between Brand awareness vs. Distribution, which one should you put first?
It’s brand awareness. The excitement of creating a new product might lead you to the wrong path: after finishing product creation phase, you chase after distribution — how to sell it. This approach only costs you time and effort as well as tons of money on ineffective marketing.
In stead, before going insane for how much money you can gain from selling the product, invest in spreading your brand further. This means, find more customers. Whisper into their ear about who you are anytime you can so they can recognize you when you are among the crowd.
That’s when marketing tactics jump in and work.