Polishing Your Marketing Message
The effort to first define and develop the marketing message for your product usually takes place with a limited amount of research and input from customers, especially for new capabilities. For the many organizations that don't have the luxury, either in terms of time or money, to spend all they want on market research to determine just which benefits resonate the most with which type of prospects, the marketing materials must be developed and printed nonetheless. This means that your product's marketing message goes out to the world before you have really had enough time to discover some of its most compelling advantages. You mine what gold you can get your hands on, and sell it for all it's worth.
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