People don’t always buy the best product, they buy the product they know

*The best product doesn’t always win, which is why advertising is so important. *

I’ve had several chats with managers recently who are convinced their product is the best in the market, so they think its quality should do most of the marketing.

Other managers worry their product isn’t the best in the market, so they don’t want to launch it yet or advertise it.

Sound familiar? In either case, you need to start advertising to grow your business.

Why? Firstly, because no one actually knows what the best product is. And secondly, they have neither enough time nor energy to find out. So, the main success factor is that your product or brand gets known and thought of.

The ‘product superiority’ myth: No one knows what the best product is

Many firms, especially those run by people with a technical background, are especially proud of their product. In fact, they know it’s the best around. So, they don’t believe they have to advertise it, because people will recognise its superiority once they see it.

Many other managers, especially in the technology arena, are held back by the belief that since their product isn’t the best in the market, they should refrain from advertising it or even launching it. Otherwise, they think their advertising might bring people into the market who will compare brands and end up choosing a competitor. Because those buyers realised that theirs isn’t the best, something else is.

Read the full article in Marketing Week.