It Starts with the Product
It's Difficult to Sell a Product If You Don't First Believe in it Yourself
By Alicia Orr Suman
What comes before the offer, takes precedence over creative, and is even more important than the mighty list? The product, of course. The fact that no marketing can take place until you have something to sell is obvious. What's not so apparent to some direct marketers is just how integral "product" is to everything else they do—from creative to customer service—and that together, all of these elements combine to determine success or failure.
Something you believe in. Before the product can become the centerpiece of all of your direct marketing activities, you have to have a product you truly believe in. Whether you've invented it yourself, have a passion for something you want to share with others or have identified a niche that you know wants what you have to offer, the product you market must be something you're proud to sell!
Here are two product-centric marketing successes: