Good marketing cannot outrun a bad product

A bad product marketed well, is like a rock dragging a balloon down

Leaky bucket or high churn rate

Vicious cycle

Leaky Bucket = Poor Retention = High Cost of Acquisition = Unsustainable Business

Image by author

Lessons for marketers

  1. Don’t spend on marketing until you are 1000% sure that your product works.
  2. Instead, use the marketing budget to test the product with a few consumers, get feedback and keep perfecting it, until the same consumers say they will definitely buy the product again
  3. Only then, market the product.
  4. Practitioner’s tip: Market the product with the same benefits that consumers who stayed said they liked. That is what’s working for your product. This way, you don’t need to invent benefits that are not true. And most importantly, new consumers will not experience dissonance between what was promised and what the actual product experience was.

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I synthesize a two decade consumer marketing experience with the world’s greatest brands, into mental models to help marketers level up at www.performonks.com.

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Rashi Goel

Rashi Goel

I synthesize a two decade consumer marketing experience with the world’s greatest brands, into mental models to help marketers level up at www.performonks.com.

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