If you’ve been in business long enough, you’ve likely encountered the phrase, “A good product will sell itself.” On the face of it, this makes perfect sense. If you make something great and fill a space, users will come naturally without much effort on your part. But is this wisdom even still current in today’s marketing-saturated world? In this article, we are going to talk about the fundamentals of this philosophy, the benefits of doing this, the challenges we might meet, and how we could probably apply this knowledge to our modern strategies.
The Origin of “A Good Product Will Sell Itself”
The old “good product sells itself” mindset harkens back to the early 20th century, a time when advertising and marketing weren’t nearly as omnipresent. Industries were less concentrated, and competition was much less fierce. If you made a great product, enough people would simply tell their — your customers are going to come; they’re going to want you to be in business.” A lot of manufacturers and entrepreneurs grew their businesses under the idea that if they just made things better and cheaper, they would never have to do any promoting.
For instance, in the midst of the industrial revolution, brands like Levi Strauss became household names not through glitzy advertising but by providing workers with a sturdy, high-quality product they required. The brand’s reputation blossomed organically.
But as markets started to develop, so did business. Then radio started, then television, and eventually, the internet, and things started changing on how consumers heard about a new product. Buzz and visibility became as important as utility and style. Even the best products can have difficulty breaking through without proper marketing today.
Read our guide on Demystifying the Product Market to learn more.
Why This Philosophy Holds Merit
While flawed in isolation, the “a good product will sell itself” philosophy isn’t entirely misguided. Here are some reasons why this idea resonates with business leaders:
Focuses on Product Excellence
And, rooted at the heart of that core value system is the phenomenal product quality and ingenuity. If your offering really does solve a problem and/or takes the customer by surprise, it certainly is going to create an impression. Apple is a prime example. The iPhone revolutionized the smartphone industry with its new apps, and its arrival was so publicized and in demand that it was like none other before.
Builds Loyalty Through Word of Mouth
There are many businesses for which loyal customers who praise their products to their friends, family, and social media followers are everything. It is because word-of-mouth advertising is always more credible as compared to traditional ads. If the findings of a Nielsen report are to be believed, 92% of people trust referrals from people we know more than any other source of advertising.
Reduces Initial Marketing Dependency
Small companies and startups don’t usually have the financial means for extensive marketing programs. By concentrating on creating word-of-mouth traction in the early days, you save a lot in upfront marketing expenses creating an outstanding product.
The Risks of Over-Reliance on This Belief
While high-quality products are critical, relying solely on their merit to drive sales can backfire. Here’s why:
Saturated Markets Create Noise
Modern markets are crowded with competitors. Even the best products can get buried under the noise unless actively promoted. For instance, Google+ was a highly functional social media platform launched by one of the world’s most trusted brands, yet it failed to thrive against the likes of Facebook. Why? It wasn’t marketed in a way that differentiated it from competitors.
Increased Barriers to Discovery
Consumers today are spoiled for choice. Just being “good” won’t ensure people find your product amidst countless options on platforms like Amazon or social media. Without strategic promotion, even the best products risk obscurity.
Assumes Virality is a Given
Not every product is going to “catch on” like wildfire. No matter how innovative you believe your product is, expecting virality without a deliberate effort is a gamble that rarely pays off.
Missed Opportunities to Create Demand
Marketing is not just about selling a product; it’s about framing it as a solution to people’s needs—even those they didn’t know they had. Tesla not only creates excellent electric cars but also educates its audience about sustainability, creating demand for a broader movement.
Real-World Case Studies
To better understand this dynamic, let’s examine two contrasting examples:
- Slack
Slack initially relied on the organic success of its product, which is a messaging tool for efficient team communication. However, instead of assuming it would sell itself, they complemented their excellent product with a targeted content marketing and community-building strategy. Enthusiastic users became evangelists, helping Slack grow into a billion-dollar business.
- Microsoft Zune
Microsoft Zune, intended to rival Apple’s iPod, was a high-quality music device that failed spectacularly in the market. Even though its features were comparable to the iPod, insufficient buzz, weak branding, and low consumer awareness prevented it from gaining traction.
How This Philosophy Fits Into Modern Marketing
Today, the idea that “a good product will sell itself” should be viewed as a starting point rather than a complete strategy. Here are a few ways to integrate this philosophy into modern business:
Combine Quality with Marketing Savvy
Creating a high-quality product is non-negotiable, but amplifying your message requires a mix of traditional advertising, storytelling, and digital channels. For instance, DTC brands like Warby Parker emphasize product quality but thrive because of memorable marketing campaigns.
Leverage Social Proof
Reviews, testimonials, influencer partnerships, and case studies help people understand why your product is exceptional. These strategies multiply word-of-mouth impact in today’s social media-driven landscape.
Provide Ongoing Education
Successful brands not only sell products but also educate their customers. HubSpot’s Academy, which teaches inbound marketing, builds trust while positioning HubSpot as a go-to solution for marketing software.
Align with Brand Values
Modern customers care about more than just features; they want to align themselves with brands that mirror their values. Patagonia is an excellent example. Their environmental mission drives their marketing campaigns and inspires product loyalty.
Creating Balance Between Product and Promotion
And although ‘a great product will sell itself’ is still a prevalent expression, the current overcrowded market requires a bit more harmony between the product itself and the amount of marketing. You get started by coming up with a product that actually differentiates itself. And then multiply its value with targeted campaigns, social proof, and education.
Getting started may seem daunting, but tools like Content Marketing Guide provide strategies to ensure your product gets noticed.
At the end of the day, a great product is your foundation, but effective marketing is the megaphone that ensures it gets heard.
