Everytime I see someone make the comment that product quality doesn’t matter and that it’s all marketing I get completely distracted from whatever it is I was doing and become emobroiled in a debate that really drives me crazy…
The argument typically starts wtih an innocent post about why terrible products sell and better products don’t – then escalates until some egghead inevitably makes the ridiculous comment that product quality DOESN’T matter – only marketing.
I’ll certainly be the first to agree that you can sell a ton of product based on marketing alone — for a short period of time…THEN product quality becomes the more important factor.
Let me ask you this, have you ever purchased something of questionable quality? Did you return it? Did you tell anyone else about it? Did you ever buy anything else from the seller/or ebook writer in the case of an infoproduct?
How about posting a feedback on a comment site, forum, blog or review site?Â
I can tell you that when I pay for something and it ends up to be crap – I do all of these.
How we buy today.
Increasingly we seek out feedback, reviews, comments and information regarding the reputation of products we buy – and there’s no lack of feedback available is there?
Have you ever considered purchasing a book (or anything for that matter) at Amazon only to change your mind because of a few negative comments on the quality of the product? I’m not alone am I?
Let’s put the question of crappy versus great products to rest once and for all…here’s why information products sell, continue to sell and build the reputation of the author…
1. In-demand topic – you tap into hot demand
2. Strong title that reflects the biggest benefit to your audience
3. Strong Marketing – this includes endorsements, copywriting, launch process, positioning, etc…
4. Quality – here’s where things can really take off and turn a one time money-making campaign into a market-dominating enterprise. Great quality products will get strong word-of-mouth support, positive feedback, more endorsements, draw affiliates and resellers, attract media attention and will sell a TON more products than will a crappy product. Even more important, a great product will build your credibility resulting in a reputation that allows you to further dominate your market building customer value.Â
This is what happens when non-product creators pretend to know what it’s like to build a strong business based on delivering high quality information products and services.Â
Enough already – the truth is you need both great marketing and great products.
Jeff
