The Best Kept Secret: Your Product


Make your message funny. Make it shareable. Make it relatable. Make it personalized. Make it do a backhandspring full-twisting layout. Make it rub your feet and spoon feed you ice cream.

We are faced with an endless barrage of advice and direction as to what our brand message should communicate to our potential buyers and through which channel, especially with the new industry fervor for content creation. But what if we stopped focusing on what we are saying, where we are saying it and what awesome celebrity we’ve got saying it? Well, then we would have to focus on what we are talking about: our product. Imagine that.

In today’s social world, no number of retweets, blog visits or Facebook likes can sell a product that isn’t worthy. Why? Because talk is cheap. There will always be the easy ones, like the obscene amount of people who put their names on a waiting list for a petite lap giraffe after a Direct TV campaign, but today authenticity is so much more important. Particularly common in the tech industry is finding a businesses or product with so much potential, but a lack of market readiness. As a customer, I’m not willing to take that leap of faith with you. Approach me when you have a product that I can use.

In no way am I saying that content generation and advertising aren’t important. On the contrary, they are of paramount importance in any competitive industry. However, upon closer examination the most successful cases have all of the makings of great advertising campaigns built upon a useful product that alleviates a pain point.

For example,Apple boasts some ground breaking ads, like the 1984 commercial. However, its not the ‘Rage Against the Machine’ mentality created with this ad that kept people using Apple products for decades; rather, its the indisputable dependability of Apple’s products and their sleek user interface paired with a hyper cool and forward thinking persona. Conversely, remember how quickly people were ready to bash Apple Maps when its inadequacy surfaced.

Consider Facebook. Nobody signed up for Facebook because of a convincing ad they saw. If anything, their ads are slightly confusing and off target—e.g. the Chair video. However, Facebook provides millions of people with exactly what they want in a social network: an easy way to share pictures and words with friends across the globe.

The social world brings new life to the phrase: “Build it and they will come.” I propose a renewed focus on product, the aspect that matters foremost. Then, the best kind of advertising comes free in the form of positive word of mouth. Only when you’re sure your product is of caliber can you begin to focus on spreading the word. That is why we are first focused on X2CRM, the product, and the proliferation of content second. After a year spent heads down in development, we are proud of and confident in our open source CRM system. Plus, we are ready and eager to show it off.

Kathy Eckel