Product Design

The Correct Market Fit Is Your Strongest Marketing Weapon

Whenever we hear of “landing pages” or “marketing websites” there’s this inherent notion of “selling” attached to it. Sadly, there is a common misconception among adept entrepreneurs, marketers, and especially most audiences, that “marketing” is a synonym of “selling”.

They couldn’t be more wrong. As one of my favourite authors on business, Blair Enns summed up the definition of marketing in a single sentence:

“The act of identifying a need in the marketplace and matching a product or service to that need at a profit.”

That’s it. That’s what “marketing” really is in essence.

It’s not “selling”, because you don’t have to sell to people who have a specific need for your product or service. All you have to do is demonstrate that your product or service is going to benefit the prospect (demonstrate potential ROI).

In order to accomplish this, you have to start at the beginning and ensure your market fit game is tight. “Accounting software” or “project management app” are not a market fit. “Accounting software for freelancers” would be a good start, so would be “easy project management for ad agencies”.

Why is this “market fit” so important?

You are likely running your product or service against a fierce competition and unless your solution is so unique that it’s able to carve its own niche, you will be the underdog on a shoestring budget.

Without defining a market fit, your product or service will be a general solution targeting everyone, and as we know, you have to have incredibly deep pockets and brand pull to reach anyone. Oh, and you can forget about a price premium, because you’ll have to compete on price.

What to do next?

There are two things you might want to do:

  • Define your market fit
  • Tighten your positioning

This is not as easy as simply saying it out loud. It takes a bit of time, but once you accomplish the above, you won’t have the pressure to sell anything to anyone. All you will have to do is show your leads the door and guide them through it.

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