Customers have to be created — Kelford Labs Daily
Nothing speaks for itself.
Do great products speak for themselves?
Well, did you know that electricity had to be marketed?
People didn’t get it right away. An electrical manager at the time said potential customers had to be educated about its use. He said customers didn’t exist, they had to be created.
When the first automobiles hit the roads, people used to yell “Get a horse!”
When the Wright Brothers flew for the first time, no one really cared. Their local paper didn’t even cover the story.
I don’t know about your business, but it might not be as revolutionary as those technologies.
And they needed marketing. They needed to create customers.
They had to demonstrate value at a distance, over time, and in the moment.
Which is all marketing, branding, and sales really are.
Showing people why they should care, by demonstrating the tradeoffs you’ve made to help them in particular.
Electricity was shown off at the Chicago World’s Fair. Automobiles were demonstrated on race tracks and in competitions. And the Wright Brothers took famous people up in flights in front of packed bleachers to show people what their flyer could do.
No new product speaks for itself.
People need to speak for it—by demonstrating it.
That’s all marketing is.
But, for new products, it’s a lot.
And it just might be necessary.
Kelford Inc. shows you the way to always knowing what to say. Finely crafted marketing messages for hands-on entrepreneurs.
