Yes, good marketing can sell just about anything, but the reality is that we don’t just want to “sell” – we want to build lasting relationships with our customers and create a path of positive experiences for them.
So, let’s start with the obvious: Is your product good enough? Be honest with yourself.
Do you believe your product is innovative, different, or does it have some quality that gives it a unique touch—something that sets it apart from the ordinary? It’s nearly impossible to create something entirely new, but that’s where our creativity comes in. We can add our own unique details to create a product that stands out from what's already on the market. And this is what we call value added.
For example, if you sell cushions, what makes your cushions stand out from others? Maybe they’re reversible, so with just one cushion, customers get two different looks.
Put yourself in your customer's shoes: what should make them buy your product over someone else's? Maybe it's quality, fine details, or sustainably sourced materials. Or maybe it's the ability to buy a large number of them, or have them personalized, or getting the best, individualized customer service.
Or maybe it's you, a maker who's been honing your craft over a decade. There's definitely a reason.
Cushions may not be a new product, but there's definitely a reason that makes your product special.
Why is it important for your product to have Added Value?
Because it allows your brand to stand out from others, making it memorable to your prospects. They’ll know there's something special about your brand that makes them remember it.
When your product has added value, it’s easier to sell, and you’ll know that you won’t be dealing with complaints or negative feedback. Because you are offering something special enough that makes your customers satisfied.
When your added value is based on quality…
Of course, product quality is essential for building a successful brand, but it’s important to understand the difference between Product Quality and Perceived Quality.
Product Quality includes: Durability, functionality, reliability, design, materials, etc.
It refers to the inherent characteristics of the product itself.
On the other hand, Perceived Quality is all about how consumers view the product, regardless of its actual quality. It’s more subjective and relies heavily on customer opinions, brand reputation, and how the product is marketed.
Key aspects of Perceived Quality include: Brand reputation, marketing and advertising, price psychology, packaging and design, customer experience, excellent customer service.
This is where the heavy marketing comes into play. You can have an average product but create a perception of high quality through strong marketing. Or, you could have an excellent product with top-notch marketing to build a well-established brand.
Signs your product might not be Good Enough
Pay attention to the red flags after the sale.
When your product isn’t meeting your customers’ expectations, you’ll notice it in your return rate, negative reviews, or even private messages from customers complaining or asking for special discounts.
Customers tend to ask for compensation when they feel the product didn’t deliver the value they paid for.
So, how can you know if your product is “good enough”?
Ask your customers!
If you’re not getting negative feedback but also not receiving positive comments, that’s not necessarily a good sign.
When feedback is sparse, you can actively ask for it. Send out a customer satisfaction survey, offering a special discount in exchange for completing it. Or, once you know the product has been delivered, reach out with a friendly message asking for their opinion.
Now the most important question… What problem does your product solve?
Some products are obvious in what they solve—like drinking water, which solves the problem of thirst. But not all products solve such a straightforward problem.
If your product is a women’s handbag, then the problem it solves could be providing enough space to carry a laptop. Or perhaps it’s a small clutch that solves the issue of looking stylish and well-prepared for an event.
You can define the problem your product solves by considering common situations that a specific group of people face. But remember, the solution needs to be clear and resonate with your target audience.
Make your product unique by creating features that customers can only find with your brand. And remember, this all ties in with reaching the right audience, so that your product gets into the hands of those who are willing to pay for it because it solves a problem they’ve experienced.
