Products are a dime a dozen - Gary Halbert
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“Products are a dime a dozen. They are important, but much less crucial to success than finding a hot market."— Gary Halbert - The Boron Letters
This is Gary Halbert. Copy legend. Professional truth-teller. And the man who taught marketers that the market always beats the product. You can polish your offer all you want—but if nobody wants what you’re selling, you’re toast.
The Real Secret in This Photo
Look at that face. Confident, direct, and a little smug because he knows things. Halbert figured out early that it’s way easier to sell people something they already want than to convince them to want something new.
Why It Works
- You ride existing demand instead of creating it
- Hot markets cut your sales effort in half
- Hungry buyers forgive average products
- Buzz spreads faster when the desire is already there
Examples
- Dropbox: fixed the “where’s my file?” panic
- Uber: turned idle cars into rides
- Peloton: capitalized on home fitness fever
- Airbnb: fed the craving for cheaper, personal travel
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