How to Start Marketing Before Your Offer Is Ready To Sell
Two techniques to save you from wasting time on products that won’t be welcomed by your market.
Entrepreneurs and small business owners often believe the sequence “Idea → Create Offer → Start Marketing.”
It sounds logical, doesn’t it?
Truth is, if you wait till you’ve got a finished product, you’ve waited too long. You need to get some signs of success before committing to production and creation. The correct sequence is
Idea → Start Marketing → Create Offer
There’s a good section in a book published several years ago, with the memorable title of A Year Without Pants. That was pre-pandemic, before the days of widespread telecommuting.
The author worked for the company that made Wordpress.com. They created marketing materials before they implemented features, which raises the question, “How do you write about something that doesn’t exist?”
I encourage my own clients to do 2 things when they launch a new product or service — before creating the program or product itself. First, write the sales page. Second, tell a story about the product from the client’s perspective.
