In today’s marketplace, aggressive marketing often signals a lack of substance. When companies focus on pushing their products too much, it suggests they might not have much to offer. This approach typically includes unethical marketing tricks, spam, and annoying advertisement. But do we actually need to do something like this if our product brings real value?
Effective marketing, should be about delivering real value from the first interaction. Clearly communicating the value of the product to those who need it. In the way they like it. In places, they are present. This is such simple things, that we frequently forgot. Seth Godin writes about it in details in his book called Tribes.
It starts With Product
The foundation of this approach starts with the product itself. As product designers, our goal should be to address and resolve genuine pains. We should focus on this rather than adding features, chasing success or trying to impress VC’s. This philosophy echoed in the book “Fall in Love with the Problem, Not the Solution.” Uri Levine, author of the book, uses his experience from building Waze and Moovit. He is identifying and addressing user problems is crucial for entrepreneurial success. Also, he argues that focusing on the issue keeps you aligned with users’ needs. This approach increases your chances of success by ensuring you address issues that matter to them.
When a product solves a problem, it requires minimal advertising. Satisfied customers become the most credible and effective advocates for your product. Word-of-mouth remains one of the most powerful marketing channels. While influencers can be valuable, their endorsement is ineffective if the product doesn’t solve a real problem. Authenticity is key; even monetary incentives can’t compensate for a lack of genuine value.
Simple VS Complex
Some problems are obvious, like an arrow in the hand. The pain is clear, and the solution straightforward. Removing the arrow provides immediate relief and satisfaction. But not all problems are so clear. Some issues are subtle, and individuals may not recognize them until they escalate. Communicating solutions to these less obvious problems requires a careful, precise approach. It takes time to educate the market, explain the problem, and prove how your product can reduce it.
For simple products, the path to market is often clear and direct. The problem and solution are easily communicated, and customers with obvious needs will seek you out. This is akin to people coming to you with arrows in their hands, seeking relief. Your role is to provide that relief.
More complex issues require a proactive approach. You must reach out to potential customers, educate them, and showcase on how your product help. This may involve more content, webinars, demos, etc. Even if they don’t choose your solution right away, you still add value by raising awareness and offering insights. This value-driven approach builds trust. It also positions you as a helpful, knowledgeable partner, regardless of the immediate outcome.
Hey, by focusing on genuine problem-solving, you can create lasting, positive impacts. Delivering value from the outset is key to achieving this. This approach fosters trust, loyalty, a more meaningful connection with customers. In product design, communications and marketing.
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