Laypeople who look down on marketing ? especially long-copy, hard-sell direct marketing like e-book microsites ? say, ?If your product was any good, you wouldn?t have to promote it with such hype.?
Doctors, attorneys, and other professionals have traditionally held that point of view, along with many others.
Nice to think so, but na?ve. Sad to say, it doesn?t work that way in the real world.
?The expression ?If you build it, they will come? is not true,? said Steve Murphy, CEO, Rodale Inc., in an interview with Fast Company (3/05).
?We had lots of great properties at Rodale, but not enough of them were known. We needed to expose them to the mass market.?
Does your product or service ?sell itself?? Or do even good products need great marketing?