How to Market a Product You Don’t Like and Succeed Anyway
Every person who has to market something faces an unfortunate situation where they genuinely dislike the product they have to sell.
Has it happened to you, too? Don’t worry; this is common.
We all have different tastes, but a job is a job, and there are responsibilities we must fulfil, no matter how we feel about them.
Let’s think of similar examples.
What do students do when they face an assignment they have no idea how to complete?
Most use a professional essay writing service and trust experts to address their needs.
If marketing is your job, though, then you’re the one who’s supposed to be a professional.
This means you must develop strategies and approaches to let you sell your product even if you genuinely hate it.
This guide is an excellent place from which to derive some relevant ideas.
Identifying Your Target Audience and Understanding Their Needs
Just because you might not like a product doesn’t mean it has no fans.
First and foremost, consider what kind of people it might appeal to and what they’d like to see in an ad campaign.
Break your target audience into three groups based on these factors for convenience.
- Age. How old is the majority of your potential buyers? Determining their average age can give you an idea of what direction your marketing strategies should take. A campaign could be more cheerful and carefree if it’s meant for children, coming in bright colours and with cartoon-like images. You could use the creativity route for young adults, adding unexpected colour combinations and bold solutions. For older adults, stricter design and a harmonious colour palette might be ideal.
- Gender. While this factor is not as important now as it used to be, it can still steer your marketing effort in a specific direction. Determine who will most likely appreciate your product more, men or women. Once you do, you can appeal to their particular interests.
- Lifestyles. Understanding one’s lifestyle can tell us a lot about a person. For example, does most of your target audience stick to a vegetarian meal plan? Are they members of the LGBTQ+ community? Perhaps they adore sporty activities or are ardent travel fans? Narrowing down their groups of interests can give you valuable ideas about where to take your campaign.
- Purchasing habits. Knowing how much your target audience can afford to spend is also beneficial. If they fall into an upper-class segment, you could appeal to the luxury aspect of your product. If they are more likely to buy something in bulk, tailor your campaign accordingly.
Learning what your target audience expects is the surest way to win their hearts and secure their long-lasting interest.
Look at Your Product through Your Target Audience’s Eyes
Still not fond of the product you’re about to sell? Tough luck!
Still, there are many more solutions available. Stop looking at your product from your perspective and consider it from the angle of your target audience.
Become them for an hour or two. Why do they like it? How did this product enter the masses in the first place?
Unless you’re preparing to sell something wholly unique and innovative, other similar products are probably in the market.
Read reviews about them. What do the people who bought them say?
Focus on positive and negative comments because it can help you learn from your competitors' mistakes and correct them in your new marketing strategy.
For example, if people complain about the general slowness of a product, make sure to let them know that yours is as fast as possible.
If the customers dislike the general design, mention how yours has some original and exciting features.
Understand why your buyers love what you’ll be selling, and underline these aspects to a maximum in your ad campaign.
Knowing how to view something from different angles, including those you disagree with, is the most effective way to succeed.
Engaging Influencers in Your Marketing Campaign
Finding someone popular and well-liked to help you market your product is always a great idea. Here are a couple of strategies you might find particularly useful.
- Choose someone with a good reputation. You’ll need someone with a sufficient network of followers. Check who this person is, what kind of people are subscribed to them, and whether the latter can be counted as a part of your potential target audience. Never go for stars known for their scandalous behaviour because this will only hurt your campaign.
- Make sure this influencer likes or at least doesn’t mind your product. While it might be impossible to find a genuine fan among the celebrities, you can still make a deal with someone who likes what you’re selling. At the very least, they should have a minimal personal interest in it. This always strengthens the campaign.
- Engage several people from different market segments. Select several influencers at once based on the criteria you identified during your target audience analysis. For instance, it could be someone from sports and luxury spheres.
Every influencer has followers interested in their hobbies. Include your product in a list of these things, and your customers will increase.
Use Your Empathy and Start Marketing Your Product
If you find a way to relate to your audience, you’ll know how to market a product or service, even if you dislike it.
Use the strategies outlined above.
Focus on your buyers and their needs. Listen to them by reading their comments, consider the product from their point of view, and demonstrate your understanding of their wants by acting on what you’ve learned.
You can never go wrong by being empathetic.
Mix creativity with thoughtfulness, involve famous people who will help you spread the word, and you’ll succeed soon enough.
How to Market a Product You Don't Like: FAQs
Is it ethical to market a product I don't personally like?
Look, ethics in business isn't about your personal preferences. It's about delivering value. If the product solves a real customer problem, your job is to connect that solution with those who need it. Your opinion is irrelevant. The market decides what's valuable, not you.
How can I sound convincing when I don't believe in the product?
You're asking the wrong question. Don't focus on “sounding” convincing. Focus on understanding the customer's problem so profoundly that you can articulate it better than they can. Then, show how the product solves that problem. Your belief is irrelevant. Results are what matter.
What if the product sucks? Should I just quit?
First, define “sucks.” Is it not delivering on its promise? Or do you just not like it? If it's the former, yeah, get out. You're in the wrong business. If it's the latter, grow up. Your job is to make money by solving problems. If the product does that, swallow your ego and get to work.
How do I handle customer objections when secretly agreeing with them?
You're not paid to agree or disagree. You're paid to understand objections and address them. Dig deeper into why they're objecting. Often, it's not about the product itself but their fears or misunderstandings. Solve those, and you'll make the sale.
Should I disclose my feelings about the product to potential customers?
Absolutely not. Your feelings are irrelevant. The customer doesn't care about you. They care about their problems and whether your product can solve them. Keep the focus where it belongs: on them and their needs.
How can I stay motivated to sell a product I don't like?
By reframing your perspective. You're not selling a product. You're solving problems and changing lives. Focus on the impact, not the tool. If you can't find motivation, you're in the wrong profession.
What if my dislike for the product affects my performance?
Then you're letting your ego get in the way of results. High performers don't have this problem because they're obsessed with outcomes, not opinions. If you can't separate your personal feelings from your professional performance, you must work on your mindset or find a different career.
