It seems many businesses would like to believe that all they have to do is have a great product and people will beat their door down to get it.

We buy into this make-believe willingly, because, well, selling is hard.

On top of this we see “overnight word-of-mouth sensation” headlines. Then we really want to believe.

Just one problem.

The secret behind this fantasy is these things do not happen by accident. Believing the hype that all you need is an outstanding product and the rest of your efforts can be phoned in is just sleepwalking towards an open window of fail.

I am not just talking about gaining attention either, although traffic is important.

• Are you doing something original and obviously better, or just copying some other companies approach? Why would anyone buy your copycat product from your copycat sales page?
• Does the product or service appeal to a motivated audience, or is it just cool to you? Just because you can do something doesn’t mean you should.
• Have you researched and developed the offer so it is as appealing to the audience you identified as possible? The offer is NOT the same thing as having a product to sell.
• Do you communicate this offer to make it both as descriptive and compelling as you can? Your sales copy should explain in detail as well as persuade – miss out important details or try to mislead and it WILL backfire.
• What are your plans for customer service? Are you prepared for problems, questions and returns? Sometimes how you deal with customers now is the best selling point for your next product.

In summary, you get the business you deserve. If you focus on your customers and work hard to reach them well with compelling and valuable products, you deserve to do well!