Good Marketing Beats A Great Product.

So many small business owners/entrepreneurs have believed that they could make a terrific product and the market would beat a path to their door. For the most part, they are now history. Unfortunately, over time we have learned that good marketing is critical to a successful sales program no matter how terrific the product may be. It must be sold. In fact, we have also learned that great marketing can successfully sell a mediocre product.

Palo Alto Software founder and president, Tim Berry, has learned a few things about marketing his product. First and foremost, Berry says that “great marketing for a mediocre product will almost always beat mediocre marketing of a great product.” As he explains, it isn’t always fair but the truth is that, “…the best product doesn’t usually win the race.” Among the other lessons Berry shares is that a mediocre marketing plan applied consistently is more effective than a brilliant but sporadic marketing plan.

Therefore, the real question is, what makes a successful marketing plan? This, of course, depends upon so many variables that it would be impossible to itemize exactly what components are required to yield a great marketing plan. Suffice it to say, the point to be reckoned with is that too many small business owners have no marketing plan at all, or have a grossly inadequate one. Creating a great marketing plan takes effort, skill, and money, and even those do not always work. However, one thing is certain: not having a marketing plan at all—good or bad—is definitely a problem in the making.

Create great products and provide terrific services. Remember, the surest road to success, no matter how great the product or service may be, is an effective marketing plan.