Many junior marketers believe that with the right campaigns, they can save any product:
- “I’ll revive this product through marketing.”
- “My tactics always work.”
- “I’ll craft a brilliant message.”
- “My funnel will convert customers in their sleep.”
The intent is there, and they often give their best—sometimes even for products that are fundamentally uncompetitive. But sooner or later, they realize that even the best marketing can’t save a subpar product.
Here’s an example: Two clients, identical marketing strategies, different products.
- Client A: Generates €127,000 in revenue.
- Client B: A handful of sales and a lot of “Maybe later.”
The results clearly show the impact of a weak product:
1. Unclear Business Strategy
Without a strategy and a clearly defined problem to solve, the product lacks direction. This leaves the marketer shooting in the dark, unable to build any real momentum.
2. No Defined Audience
If you don’t know who you’re targeting, you’re trying to reach everyone—and thus reaching no one. Without a clear target audience, every message becomes a weak compromise, fizzling out with no impact.
3. Lack of Trust-Building Assets
Without measurable results or case studies, every potential customer wonders, “Will this really work for me?” If you can’t confidently answer this question with a resounding “Yes!” then your entire marketing strategy rests on shaky ground.
So, What Should You Do if You’re a Marketer with Such a Product?
It’s essential to be 100% honest and direct. Here’s what not to say:
✕ “Let’s just run more ads; that will increase conversions.” ✕ “We’ll manage without case studies somehow.” ✕ “We’ll simply adjust the message for different audiences.”
Instead, be strategic and evaluate the situation through these three scenarios:
- The Product Is Decent but Poorly Positioned: Focus on specific use cases that make sense for the product.
- The Product Doesn’t Address a Real Need: Conduct a market analysis and consider a pivot.
- The Product Is Simply Unmarketable: Write an honest assessment and be completely transparent.
Only through a clear, strategic approach can you maximize the potential of any product—or, in some cases, make a tough but necessary call on its viability.
