The marketing paradox

The irony of marketing is that organizations who create great products rarely have to do a lot of it.

Disney doesn't have to do a lot of cold-calling to sell tickets to Disney Land.

Neither do the folks at Jeni's Splendid Ice Creams. Regardless of their $10+ per pint markup.

Or consider the few who gladly fork over a few hundred dollars for a pair of jeans.

Which is to say that the best way to market a product is to start by creating one people are willing eager pay for to begin with.

Otherwise you're stuck finding/soliciting/convincing people to buy a thing they don't aready (and might never) care about from the start.