It Doesn't Matter How Good Your Product Is If Nobody Ever Hears About It

Every small business startup struggles with getting the attention of the marketplace

. In fact, the problem is so overwhelming that 3 out of 10 startups fail within the first year, and 6 more fail before the end of the third year.

One budding entrepreneur even asked about creating 10 startups, in the hope that at least one would succeed. Fortunately, success doesn't depend on trying again and again, but on a number of factors that make it just as easy to succeed on the first try as on the last.

Of these factors - execution, leadership, timing, the competition, and marketing - the latter is the most important. Good marketing, or salesmanship, can overcome a lot of handicaps, and marketing in the hands of a professional can drive sales as no other tool in the entrepreneur's arsenal.

Infomercials, or 30-minute television commercials broadcast at peak viewing times to a local marketplace, can produce remarkable response rates at a fraction of the cost of 30-second spots on national prime-time TV. In fact, infomercials are responsible for more than $150 billion in U.S. sales each year.

In the hands of a professional, these infomercials deliver a single, consistent, and highly memorable message that inspires both trust and interest via a series of vivid images and a narrator who discloses the advantage of your product over other, similar products. Finally, it motivates viewers to act immediately.

Equally as important, these informational ads run in time slots (and on channels) devoted to such programming, so viewers are mentally prepared to view your offering. This is the exact opposite of prime time, where the commercial break is an opportunity for viewers to channel surf or leave the room altogether.

In fact, in the hands of marketing professionals, the dual sales tools of market penetration and audience persuasion expand potential sales venues many times over. For example, the first, market penetration, reflects a sales professional's ability to identify and target the specific group of people who are most likely to buy your product, based on surveys and the like.

The second, persuasion, is based on the psychology of buying behavior, and uses trigger words and concepts to attract and hold an individual's attention until the infomercial has run long enough to induce a desire to buy.

In addition,infomercials can be adapted to budgets, offering more bang for the buck even to the smallest startup at a cost of $40 per day.

It Doesn't Matter How Good Your Product Is If Nobody Ever Hears About It

By: wise

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