Why no one is buying your “exceptional” products

“Just have a great product and everything else will fall into place.”

That’s what I hear a lot in the eCom space.

It’s useful to have a product-first mindset.

But it can go too far.

I see it all the time - brands getting so laser-focused on their product that they lose sight of everything else.

Don’t get me wrong.

I'm all for exceptional products.

They're the foundation of any successful business.

But here's the reality check:

What’s the point of having a great product if no one knows it exists?

Sure, you can rely on word-of-mouth or referrals.

But that’s a slow game.

Painfully slow.

Most brands can't afford to wait that long, burning through cash while hoping their product "catches on".

Take Apple, for example.

Their mission has always been to create the best products on the market.

With hundreds of millions of loyal fans, you’d think that alone would be enough marketing for them.

Yet they still spend around 1 billion in advertising every year.

They understand that while word-of-mouth is powerful…

Competitors are always trying to steal their customers with smart advertising.

Not to mention…

When you have great products, there will be knockoffs and resellers.

They can flood the market with multiple ads, pushing your product down in search results.

They can use different angles, images, and keywords to steal potential customers from you.

That’s why even with the best product in your category, others can beat you by simply out-advertising you.

And in the worst case?

Those low-quality knockoffs can damage your brand reputation and destroy the trust you’ve built with your customers.

That’s why when brands talk to us, we always tell them this:

“Focus on your product. Make it exceptional. But don’t sleep on advertising.”

The biggest brands focus on both building great products and showing how “great” they are to the world.

It’s a powerful flywheel.

They make great products.

Their products get amplified with ads.

Customers buy their products and love them.

So they buy more. They tell their friends. Sales keep rolling in.

They have more money to reinvest in developing better products.

Which gives them new advertising angles.

And the ads just keep making them more money over time.

If you want to get big in eCom, this is the way:

Build remarkable products and promote them with remarkable advertising.

Jackson

Founder and CEO of Echelonn.

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