Pushing average products with more ads
Most businesses try fix weak products with more ads. But real marketing starts at the product level – who's it for?
Think back to that moment when you try a new product and immediately think:
"Oh. This is nice."
That was me, three days ago, setting up an event on Luma for the first time.
Back to Luma.
Fast. Smooth. Frictionless.
I've seen Luma event pages for awhile, but always ignored them. I mean, I have my own websites. I can build landing pages and connect them to Stripe, embed forms and automate emails.
Why add another tool into my stack?
But I gave it shot:
- Registered in seconds.
- Gave my event a title.
- Made a quick Canva graphic
- Uploaded it.
- Wrote a description.
- Added pricing.
- Hit publish.
That was it. Under 30 mins, with a shareable link. Wowsers.
Luma didn't need an ad campaign to convince me. Or to pay content creators to talk about it. Or to run a persuasive webinar. Or to create a 5-step marketing funnel.
I was sold the moment I used it.
And the reason I even heard of Luma? Other people used it, found it useful, and talked about it.
It was a remarkable product.
When something is truly useful, surprising or delightful – people spread it because it makes them look good for sharing it.
Most businesses forget this. And try compensating an average product with advertising. They push out average products and try to out-hustle their Instagram by posting more and more.
They try force something to spread, instead of making something worth spreading.
Using Luma reminded me about the biggest rule in marketing: Make your product so good, people talk about it for you.
Marketing starts with the product
Marketing starts the the product-level. Who is it for? Would they be excited to pay?
If your marketing feels hard, maybe:
- You're talking to the wrong people.
- Your messaging is unclear (The right people don't realize its for them)
- You're trying to sell to everyone (And therefore, no one resonates)
This is what we'll fix at Underdog Live: Positioning That Sells - a workshop on positioning your offer, made for founder-led businesses.
10th Dec, in-person at Bangsar South.
Today is the last day to save with code, "ONEMORE"