26: Marketing wisdom and more….

Hybrid episode…answering a question from Lucas,
and digging deeper into marketing strategies.
How do you get started bringing your product or idea to market?
First of all, be clear on your intent for your release.
Frequently, the goal is not immediately apparent to your audience.
You may spend far more money than you receive,
because your goal may not be monetary.
For example, your goal may be list building.
Building a list from scratch, can be very expensive.
On the other hand, giving a product away for free,
plus the cost of shipping, can generate an instantly valuable list.
If you have a new product, like John’s hammer,
send it out to industry experts for honest feedback.
Their suggestions may be a huge help
in determining what your audience really needs,
and, if your product fills that need.
Constructive criticism…If you can’t handle it, you’re toast!
If your feelings are so fragile
that you can’t handle the gold your testers give you,
how can you expect to make the subtle, and sometimes not-so-subtle adjustments
all business make as the result of customer feedback?
Words of wisdom from John:
Surround yourself with friends who will remind you when you are being a dipshit.
Words of wisdom from Tom:
The person who has the big brilliant idea is not the person who should refine the idea.
Specific recommendation from John:
Shipstation. Check it out if you are sending out physical products.