When we develop a good product or a niche service, we often get caught up in how great that product or service is. We forget about the amount of time, research and refinement that was needed to make that product or service that good.
We expect people to just “get it”.
Remember, when you had that great idea? You needed to prepare a business plan, a feasibility and risk analysis, some general industry research, and so on. Then you might have gone through the whole Agile product development process before arriving at the holy grail of all products…your product.
The thing is though, your customer doesn’t know all of this but it needs to be communicated to him in a clever, succinct way.
This is when your brand assets need to shine. As part of your original brand development, there ought to have been a discussion on communicating why your product or service is superior. Then, together, with the balance of your brand assets i.e. packaging, social media, websites etc. your business should portray a consistent, professional look which encourages confidence and trust.
If, as part of your original marketing strategy, all of this had not been taken into consideration, it is usually a good indication of why your product isn’t selling.
It’s simple, if you don’t look and act the part – you lose the sale.
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