When I was working for
a major film studio,
we had a saying
– The first weekend
is marketing.
The second weekend
is the film.
If your initial sales
suck huge hairy donkey balls,
that’s a marketing fail.
You’re not reaching
the right people
OR
you don’t have the right copy
OR
there’s been some other
marketing f*ck up.
If you don’t get repeat sales
or get negative word of mouth
or have huge returns
or have terrible ratings,
that’s likely a product fail.
Ensure you know
the cause of the ‘failure’
before you try to fix it.