There is a very dangerous misconception out there in marketing land that must be once and for all STOPPED!
I hear it again and again – great marketing can sell anything.
Wrong, wrong, and wrong!
Great marketing and superb advertising uncovers and communicates great products.
Anything else is blind manipulation – something that will backfire everytime.
The greatest names in advertising agree, David Ogilvy, Halbert, Carleton – great products with great advertising is the equation for success.
A great technique I’ve used many times is to design advertising around the ideal product, then go and develop (or finish) your product so it matches the advertising.
Where many people get it wrong is they develop the product, then write their advertising. Along the way they figure out that what they want to say about their product doesn’t match what is delivered – but because they’ve left it to the end, they go ahead and deliver it anyway.
So – don’t make the same mistake.
Write your ads first, then develop the product to OVER deliver.
