Marketing: Gap in the Market?

[Muhammad Ibrahim]

MJ has said that you create a productocracy by focusing on value skews and improving the overall (relative) value a customer recieves from a business.
We as entrepreneurs are supposed to fill gaps in the market
But I was wondering.
What if two businesses had the same product, similar customer experience and so on BUT, the only thing different was marketing.
Business A was terrible at communicating (even with the same tools e.g. both had a good looking website, ads on the same platform etc) but Business B was great at creating a powerful message.
If business B tries to outcompete simply by focusing on marketing better instead of adding something new to the product, DOES THAT count as filling a gap in the market? Because you're not actually adding any benefits or experience to the business, just selling it better.
Putting it in MJ's Books' perspepctivisation, marketing would increase the percieved value but not actual value, still creating a productocracy?

 

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[ZF Lee]

MJ has said that you create a productocracy by focusing on value skews and improving the overall (relative) value a customer recieves from a business.
We as entrepreneurs are supposed to fill gaps in the market
But I was wondering.
What if two businesses had the same product, similar customer experience and so on BUT, the only thing different was marketing.
Business A was terrible at communicating (even with the same tools e.g. both had a good looking website, ads on the same platform etc) but Business B was great at creating a powerful message.
If business B tries to outcompete simply by focusing on marketing better instead of adding something new to the product, DOES THAT count as filling a gap in the market? Because you're not actually adding any benefits or experience to the business, just selling it better.
Putting it in MJ's Books' perspepctivisation, marketing would increase the percieved value but not actual value, still creating a productocracy?

I'm all for better communication to customers.

If you are selling a high-ticket online course, or some complex electronics...you definitely want your customers to use them correctly. With the right expectations and beliefs. With that, your offer WILL work...and everyone is happy.

Some marketers think we shouldn't write down everything about the offer in the sales copy, so that the customer can join the dots himself and ultimately, sell the offer to himself.

But how about more cynical customers? Folks who already tried every other competing pill or medication in the market...and all their sales claims seem like junk to them? We can't ignore these skeptics because if they turn to your side, they can become some of your best customers.

Ultimately we need to see what the market currently values.

Do they LOVE reading the technical specs of the products in your sales copy?

This is one reason why Apple's sales copy is all about the numbers, the chips and the materials.
Not a lot of the jovial story-telling many copywriters are used to.
Apple's major fanbase are those who rave about tech all day long, do reviews on them, fight in online forums over them all day...and fascinate all about how the phones and devices run as precisely as Skynet.

 

[NathanN]

MJ has said that you create a productocracy by focusing on value skews and improving the overall (relative) value a customer recieves from a business.
We as entrepreneurs are supposed to fill gaps in the market
But I was wondering.
What if two businesses had the same product, similar customer experience and so on BUT, the only thing different was marketing.
Business A was terrible at communicating (even with the same tools e.g. both had a good looking website, ads on the same platform etc) but Business B was great at creating a powerful message.
If business B tries to outcompete simply by focusing on marketing better instead of adding something new to the product, DOES THAT count as filling a gap in the market? Because you're not actually adding any benefits or experience to the business, just selling it better.
Putting it in MJ's Books' perspepctivisation, marketing would increase the percieved value but not actual value, still creating a productocracy?

Getting your product or service in front of people is half the battle in any business, but yes a business with much better marketing and a strategy to get in front of possible customers is going to dominate a business with a similar (or in this case, the same) product.

So better marketing and a more powerful message would increase the perceived value to customers, and definitely is a role in creating a productocracy.

 

[SEBASTlAN]

If business B tries to outcompete simply by focusing on marketing better instead of adding something new to the product, DOES THAT count as filling a gap in the market? Because you're not actually adding any benefits or experience to the business, just selling it better.

Yes, just ask every water, battery, supplement or razor company.

 

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