Your marketing problem might actually be a product problem
When good campaigns keep underperforming, the campaign is usually not what is broken.
3 minute read
There is a particular kind of failure that looks like a marketing failure and is not. The ads perform. People click. They land, they read, they understand, and they leave.
When that happens the market has understood the offer perfectly and declined it. That is useful information and almost nobody treats it as such. They rewrite the headline instead.
A product problem shows up in specific places. Traffic is fine but conversion is not. Trials start and never finish. Customers buy once and never again. Reviews are polite rather than enthusiastic. The sales team wins on relationship and loses on comparison.
None of those are fixed by better creative. They are fixed by changing what is being sold: the format, the price, the guarantee, what is included, who it is for, or the friction between wanting it and having it.
This is uncomfortable because the product is usually the part nobody wants reopened. It has been decided. It has been paid for. Reopening it means admitting the last eighteen months aimed slightly wrong.
But a business that will not reconsider the product has capped what marketing can ever do for it, and it will keep paying an agency to work around the cap.
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