Is there a market for what you sell?

I believe in the one great truth of marketing:

Marketing begins with the market.

I bring it up because many marketers confuse what they want to sell with what their markets are ready to buy. Just because you make excellent green widgets doesn’t mean you’ll be able to sell them. The buyers want blue widgets, and they won’t accept your green ones, no matter how good they are and no matter what you say.

You may try to educate prospects about all the benefits of green widgets in an effort to create acceptance, but you’re almost certainly bound to fail. The marketplace makes its own decisions. If your strategy is to educate your market, you’re kidding yourself,

A successful marketer responds to the existing needs of the market.

If you can recognize those needs, and relate your product to them in some clear way, you have a viable product.

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