The best marketing strategy might be changing the product
The strongest lever is often on the other side of a door marketing is not allowed through.
2 minute read
Consider what a small product change can do that no campaign can. A different size makes a new price point possible. A bundle turns a single sale into a subscription. Removing a setup step doubles the number of people who reach the moment the product is good for. Adding a guarantee removes the objection that was killing half the conversations.
Each of those changes the economics permanently. A campaign changes them for as long as it runs.
This is why we ask to see the product early, and why the most valuable conversations often happen with people who did not think they were hiring a marketing firm. The decision that determines whether a launch works is frequently made in a specification meeting nobody invited a marketer to.
The objection is usually that the product is fixed. Sometimes it genuinely is. More often it is fixed because changing it would be inconvenient, which is a different thing and a much more expensive one.
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