BAD MESSAGING LETS DOWN GREAT PRODUCTS! | MARKETING MYTHBUSTERS

I had a call with a business owner last week looking for help in selling a unique product they had invented for a number of niche yet very lucrative industries. When I took a look at their website, the first thing I noticed was that they hadn't done a very good job of communicating to the website visitor what the product actually did, who it was for, the problem it solves, and why it's unique. It was only after going through the site, reading and rereading the copy a number of times, did I figure out exactly what they were selling. And this was after the business owner had already explained it to me. It's crazy how little thought and time is spent on messaging compared to product. Messaging is often seen as an afterthought, quickly thrown together without research, expertise, or consideration. Poor or bad messaging lets down great products, because if you're not communicating about the product in a simple yet compelling way, no one's going to take the time to join the dots for you.