If a Startup Has a Great Product Why Don’t People Buy It?

I am sure that you have seen many founders thinking that their product is the only one which has the coolest features or their product is a need for everyone. Indeed they may have a great product, but still, no one is buying it. But if a product is excellent shouldn’t it be selling like crazy and how comes no one is buying it?

Let me give you a very short answer to Why People Don’t Buy a Great Product:

People don’t buy products they buy results, status, emotions and solutions

If you are trying to push your products or services to your customers with the promises such as “ I have the best product,” “I have a groundbreaking idea” or “My product is unrivaled in the market” you are making a mistake. Those ambitious promises are not going to help you to sell your product or get an investment.

Best Product For Who

Claiming that you have the best product is not wrong but saying that your product is the best for everyone is wrong. No product can be the best for everyone.

When you say that your product is the best you are making an emotional claim not a rational because your product could be the best four you and your friends but other people could think that your product is the worst or average.

When you make decisions emotionally, you are prone to make an irrational decision saying that your product is the best is one of those irrational decisions and its better to make your decisions with the data. For those people who claim that their product is the best in the market, I am sure that this claim is not based on any data.

If you try to be the best product, you will aim to please everyone, but in the end, you will not please anyone. You should not seek to build just amazing products instead try to focus on what people really want. You might have this awesome product with zillions of features but if none of your target audience needs it then what’s the purpose of building a great product just for the sake of building it?

When you build something, you should clearly know why your customers should buy it. What problem are you solving or what feeling your product will give to your customers. Play on people’s feelings you don’t have to build the product with the most features, but you should play on the peoples’ emotions because when people make an emotional decision, they tend to make irrational decisions, and that’s where you want to be.

People don’t buy Rolex because it has the best features people buy Rolex because it gives them a feeling of wealth and status. The same thing can be said for Macbook. People buy it not because it has the best features and best price but having an Apple computer makes people feel like they belong to a different lifestyle and that’s why Apple customers are like a cult.

Most successful brands are the ones who make you feel in a certain way. They are the ones who can make you feel powerful, smart, beautiful, wealthy, safe, connected and so on. Even if your product has the most fabulous features, the absence of making customers feel in a certain way is the reason why your great product is not selling.

This story is published in The Startup, Medium’s largest entrepreneurship publication followed by +434,678 people.

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