Great marketing for a shitty product just makes it a little less crappy

Ok Lets get this done with it. Even the world's best marketer cannot market a bad product. Really!!

Especially if its to be sold on the interent using social media marketing, viral marketing and buzz marketing tactics. You know that you have to revamp your product when bloggers just about refuse to write about you. There is a reason why so many websites are launched every day and why most of them languish.

Of course, If you have tons of money to spend on TV, then the story is a little different. You can attract hoards of first timers onto your website or to try your product, but their loyalty is going to be a huge function of switching costs associated with dumping your product and jumping onto the next bandwagon.

When I say your product has to be great, it includes both the product and the promise. In other words known as the story or positioning of your product. Many startups do not understand that your positioning is paramount and the product features are actually a result of the positioning. If your positioning differentiates you, then its logical that your product is the result of the same differentiation.

To understand why the story is really important read ' Technology vs Story '

If you as a marketer don't believe a product or startup will make it, do everyone a favour and don't promise the sky. I wont promise to market a product until I believe it can really solve a need in a manner better than all other products out there.

Likewise if you are a startup and want to market your product / website, don't shrug the marketer's advise to rejig your product. There might be some value in what they suggest. Difficult to find perhaps, but trust me the good ones will not ' faff '. Finding the good ones is another task by itself