I Don’t Care What Product You Sell: What Matters Is How You Market It

When it comes to business success, many people obsess over having the “perfect” product. While quality is undeniably important, the cold hard truth is that the product alone doesn’t sell itself. It’s not about what you sell; it’s about how you sell it. Marketing is the heartbeat of any business, and without a powerful marketing strategy, even the most revolutionary product can collect dust on the shelves.

Here’s why your marketing matters more than the product itself—and how you can harness its power to dominate your market.

The Reality Check: Sales Targets vs. Marketing Budgets

I often ask people a simple question: What is your expected sales target? Most respond with ambitious numbers, aiming high and dreaming big. But then I follow up with a critical question: How much are you willing to spend on marketing to achieve this target?

And you know what? The answers are shocking. Most people are not willing to invest even 10% of their sales target into marketing. In the worst cases, there’s no marketing budget at all! This isn’t just an isolated issue—it’s a common mindset among entrepreneurs, particularly here in Sabah. Many believe that a great product or word-of-mouth alone is enough to drive sales. But the harsh truth is that if you don’t invest in marketing, you’re leaving your sales goals to chance.

Stop obsessing over making the “perfect” product, and start mastering the art of selling it. In the end, marketing isn’t just an accessory to your business—it is your business.

The Product Myth: Why Great Products Alone Don’t Guarantee Success

History is filled with examples of exceptional products that failed miserably due to poor marketing. Think about Betamax vs. VHS. Betamax was technically superior, but VHS won the market through strategic partnerships and effective marketing. Similarly, hundreds of small businesses create products that are as good as, if not better than, those offered by leading brands, yet they remain in the shadows.

On the flip side, many subpar products rake in millions. Why? Because they’re marketed well. Good marketing creates an emotional connection, builds trust, and solves perceived problems—even if the product itself is average. This isn’t an excuse to neglect product quality; it’s a wake-up call to prioritize how you position it in the minds of your customers.

1. Focus on the Customer, Not the Product

Customers don’t buy products; they buy solutions to their problems or desires. Marketing bridges the gap between what you’re selling and what they need. Instead of fixating on features, focus on benefits. Highlight how your product will improve their lives, save them time, or make them feel better.

For example, Apple doesn’t just sell smartphones; it sells lifestyle, innovation, and simplicity. People buy into the *feeling* Apple creates, not just the hardware specifications.

2. Storytelling Wins Hearts

Humans are hardwired to respond to stories. Use storytelling in your marketing to give your product context and relatability. Share the journey behind its creation, highlight customer success stories, or paint a vivid picture of how it will transform the user’s life.

A strong narrative can elevate a mediocre product into a must-have item. Remember, you’re not just selling a product—you’re selling a dream, a solution, or an identity.

3. Invest in Visibility

Even the best message won’t matter if no one hears it. This is where marketing strategies like SEO, social media, and paid advertising come in. Build a robust online presence through optimized content that attracts your target audience. Utilize platforms where your customers are most active and craft campaigns that speak their language.

Experiment with different channels—Facebook, Instagram, TikTok, Google Ads, or email marketing—and measure what works. Visibility breeds familiarity, and familiarity breeds trust.

4. Create Urgency and Exclusivity

A little FOMO (fear of missing out) goes a long way. Limited-time offers, exclusive deals, and early access promotions are powerful tools to encourage quick action. Marketing isn’t just about showing your product; it’s about driving behavior.

5. Build a Tribe, Not Just Customers

People crave belonging. Great marketing turns customers into loyal fans by creating a community around your brand. Engage with your audience, respond to their feedback, and show them that they’re part of something bigger than just a transaction. Brands like Nike and Starbucks thrive because they’ve built a lifestyle and community that customers want to be part of.

The Sabah Entrepreneur Challenge

Here in Sabah, the entrepreneurial spirit is alive, but the mindset toward marketing needs a shift. To every entrepreneur dreaming of big sales: your goals will remain dreams unless you’re willing to invest in the tools that make them a reality. Marketing is not an expense—it’s an investment.

If you’re aiming for a sales target of RM50,000, why wouldn’t you set aside RM5,000 or more to ensure the customers find you? It’s simple math. The more you put into marketing, the more opportunities you create to hit your target.

The Takeaway

Your product is only as good as your ability to market it. The most successful businesses are those that prioritize the how over the what. By focusing on the customer, telling compelling stories, building visibility, and fostering community, you can transform even a modest product into a market leader.