a bad product successful There's only one thing that can kill a product faster than bad advertising, and that's good advertising for a bad product. What your customers want Your customers want products and services that solve their problems. They want products and services that deliver exactly what they promise. They want products and services that are reasonably priced. They want to trust the companies they buy from. Aren't these the things that you want too? Why good advertising will kill a bad product fast If you see an ad for a new product that appeals to you -- which means, you want it -- and then you purchase the product and discover that the quality is poor and it doesn't deliver the benefits that the advertising promised, what do you think you might do? If you're like most people, either you're going to return it and get your money back or, if it didn't cost all that much you may just never buy that product again. There's also a good chance you'll tell your family and friends about your unhappy experience with this product. Now, every time you or your friends see the ad for that product, the thought that will come to your mind immediately will be, "Oh, there's that lousy product again. I'll be sure not to buy it." This is exactly what happens in the movie industry. The commercials, called movie trailers, for a new movie may make the movie seem first rate--really worth seeing. But then after the first wave of theater goers see the movie, word-of-mouth begins to spread like wildfire. If it's a winner, more and more people go to see it. If it's a dog, the party's over. No amount of additional advertising is going to change the consumer's mind. This is why the movie industry spends so much time and money on previewing movies to get the reactions of customers. If they don't get a positive thumbs up, it's back to the editing room. They know that advertising isn't going to save it. If you don't have a good product or service that your customers rave about, advertising-- no matter how expensive or creative--is not going to help you. It's going to hurt you. Work on improving your product so that you get rave reviews from your customers, and then advertising your product or service will be a breeze. ------------------------------------------------------------------------------------- Copyright © 2000-2023 by Joe Gracia - All Rights Reserved. All content, graphics, and HTML code are protected by US and International Copyright Laws, and may not be copied, reprinted, published, translated, hosted, or otherwise distributed by any means without explicit written permission. For Reprint Policies and Details Click Here. ------------------------------------------------------------------------------------- 
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