Do you have a great product?
“Yes!” you say. “And I can’t imagine why people wouldn’t fall all over themselves to get it, too! It’s breakthrough and totally stand alone!”
OK let’s grant you that. But did you know that marketing is not ONLY about your products?
I was so taken with that discovery a few years ago, that I ended up writing my number #1 selling book: “If My Product’s So Great, How Come I Can’t Sell It?“
The book assumes that your product is great.
Here’s the problem, says PR and marketing guru D.M. Scott in his new book here:
“What works is a focus on your buyers and their problems. What fails is an egocentric display of your products and services.”
So what should be on that blog or web page then??
Well, Scott suggests this:
“While information on your organization and products is certainly valuable on the inner pages of your site, what visitors really want is content that first describes the issues and problems they face and then provides details on how to solve those problems.”
I know you want to sell your product (or business). But telling others how great those are does not “describe the issues and problems they face.”