With all due respect to Vince Offer and his ShamWOW pitch, nothing sells itself. No matter how great your product or service is, if you do not market it you will not sell it. Ask James and John Ritty, the inventors of the cash register. In an era when many shopkeeps were losing revenue to employees with sticky fingers, the Rittys’ invention should have been a smash hit. But they struggled to sell their invention — most likely because they were unable to properly market it. The Rittys sold their patent to a group of men who ultimately founded the National Cash Register Company, which now reports more than $6 billion in annual global revenue. Obviously, those guys knew how to market. Put the ShamWOW on a shelf, and it's just another towel. Why should I buy it? Now, put Vince Offer on TV showing me how well the towel soaks soda out of carpet, and I'm hooked. Yes, Vince, even ShamWOW can't sell itself — if it could, why would they need to hire you? The same goes for your business. No matter what product you sell or service you provide, if you don't market it you'll go nowhere. You don't even need to hire Vince Offer or launch a TV infomercial to do it ... though it might help! Discussion question: If you were to lay down the clams for an infomercial, which TV pitch personality would you hire and why?
Products do not sell themselves
May 29, 2009
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The PsPrint Blog is a resource for graphic designers, freelancers, small business owners and fans of print marketing. You'll find helpful techniques on printing everything there is to print, including business cards, postcards, brochures, stickers, invitations, greeting cards, door hangers, magnets and more. The PsPrint Blog shares creative ways to improve your design and layout skills, and useful tips for marketing your business in any medium. We also like to have a little fun, sharing design inspiration and spotlighting some our favorite customers' printed pieces in our "Hot Off the Press" series.