Mike Grochowski
20 June 2024

Good Product Sells Itself. Our Job is to Amplify Its Voice

4 min read

One common challenge is convincing the market that a particular solution is the answer to their problems. Despite having a product with great potential, gaining traction can be a struggle. Sales teams often spend countless hours crafting pitches, attending meetings, and trying to persuade potential clients of the product’s value. However, this approach may sometimes falls short.

The Aha Moment: From Convincing to Informing

Over a morning brew with one of my roommates and our conversation about product scaling, he said “The good product is going to defence it self, you just need to help & boost the organic growth”.

This perspective change emphasizes the importance of informing potential customers about problems they might not even know they have and demonstrating how the product can help.

Rather than relying on aggressive sales pitches, this strategy focuses on educational content. Instead of telling potential customers why they need the product, it illustrates the problems they face and highlights the pain points they likely experience. The content becomes more about the customer’s journey and less about the product’s features.

Identifying Real Pain Points

Understanding the target audience is key. This involves conducting surveys, holding focus groups, and engaging in one-on-one conversations to pinpoint the real, high-scale problems potential customers deal with daily.

Letting the Product Speak

With a clear understanding of the problems, the product should be allowed to speak for itself. Creating case studies, testimonials, and demo videos that showcase real-world scenarios where the solution has made a tangible difference is effective.

Leveraging user-generated content by encouraging satisfied customers to share their success stories also provides authentic proof of the product’s value and creates a community of advocates who help amplify the message organically.

Amplifying the Voice

Once the groundwork is laid, the focus shifts to amplifying the product’s voice. Investing in targeted digital marketing campaigns, SEO, and social media strategies ensures that the content reaches the right people. The goal is to boost visibility and drive engagement, creating a ripple effect that extends the reach far beyond the initial audience.

Building Trust Through Transparency

Another key aspect of amplifying a product’s voice is building trust through transparency. Providing clear and honest information about what the product can and cannot do helps establish credibility. Customers appreciate transparency and are more likely to trust a brand that is upfront about its capabilities and limitations.

Engaging with the Community

Actively engaging with the community can also amplify a product’s voice. Participating in forums, attending industry events, and being present on social media platforms where the target audience hangs out can help build a loyal following. Responding to feedback, whether positive or negative, shows that the company values its customers and is committed to continuous improvement.

Sometimes, all it takes is a change in mindset to unlock a product’s full potential.


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