responsible for The Shawshank Redemption, admitted they struggled to market the movie effectively to the public, despite having a remarkable product. The film grossed only $28 million in the U.S. box office and $60 million worldwide, ranking a mere 51st in box office success in 1994—just two spots ahead of "In the Army Now," starring Pauly Shore. Take a moment to absorb those numbers, and then consider them once more. Still skeptical about the importance of effective marketing and salesmanship?
Universal Studios certainly learned their lesson - even exceptional products require effective "selling."
Could it be that your home, a remarkable product, hasn't received the marketing it truly deserves? As we've discussed earlier in this book, the process of selling a home for top dollar, and quickly, is actually quite straightforward. All you need to do is find that one person who values your home above all others. If they covet it more than anyone else, they'll be willing to pay a premium price. KEY TAKEAWAYS: • Possessing a fantastic product, be it a house or a film, isn't sufficient. • Whether its homes or movies, the power of targeted marketing cannot be underestimated.
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