Is Marketing About A Better Product or Service?

Billions of dollars have been misused on marketing programs that couldn't possible work, no matter how big the budgets.

When a company makes a mistake today, foot prints quickly show up on its back as competition runs off with its business. To get the business back, the company has to wait for others to make mistakes to exploit the situation.

So how do you avoid making mistakes? The simple answer is to make sure your programs are in tune.

We have been studying what works in marketing and what doesn't. What we have found is that programs that work are almost always in tune with some fundamental force in the marketplace.

Many people believe that the basic issue in marketing is convincing prospects that you have a better product or service. Not true.

The basic issue in marketing is creating a category you can be first in. It's better to be first than it is to be better. Its much easier to get into the mind first than to convince someone you have a better product or service.

Quick demonstration:

Ask yourself two question?

1. What's the name of the first person to fly the Atlantic Ocean solo? Charles Lindberg, right?

2. What's the name of the second person to fly the Atlantic Ocean solo? Not so easy to answer, is it?

Bert Hinkler was the second person to fly the Atlantic Ocean solo. He was a better pilot and consumed less fuel than Charles Lindberg.

Most companies focus on being better. They wait until a market develops. Then they jump in with a better product.

The leading brand into the prospects mind in any category is almost always the first brand into the prospects mind. Not every first will become successful. Timing is an issue--your first could be late. Some firsts are just bad ideas that will never go anywhere.

If the secret of success is getting into the prospect's mind first, what strategy are you committed to? The better product strategy. Or benchmarking. Benchmarking is comparing and evaluating your companies products against the best in the industry.

Unfortunately, benchmarking doesn't work. People perceive the first product into the mind as superior. Marketing is a battle of perceptions, not products.

Neil Armstrong was the first person to set foot on the moon. Who was second? If you're second into the prospects mind, are you doomed to languish forever with Buzz Aldrin.

Talk soon,

Brandon Parham

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