I Bet This Story Sounds Familiar

I was working on adding a new function to this website earlier in the year. It’s the contents table located in this post’s (and all of my blog entries’) right sidebar. Before choosing LuckyWP Table of Contents, I examined a number of table of contents plugins. I truly enjoy it, and it does the job well.

Next, I received a message on Facebook Messenger from my friend Joost, who founded an SEO tool. He asked if I had checked out the tool’s TOC feature. Hear me out: I genuinely like Joost. Since I first began using WordPress, I have been using this tool when it was available. In addition to other add-ons like the WooCommerce add-on, I also own the premium version.

Furthermore, I was unaware that his plugin had a table of contents.

That’s what I told him. And we both laughed (though I imagine he was a little hurt), because creating features is difficult, but selling them is even more so.

Adding a New Feature is Always Easier

Since the late nineties, I have been developing software features and products. I recall being the one in the room making the suggestion for a brand-new, awesome feature that would attract more clients.

It is always simpler to add a new feature than to market it. Since I work with software, it’s something I can manage. I am able to ascertain the personnel, architecture, and scope. I also have control over how the interface is designed.

It’s not the same in terms of marketing. Yes, I have control over the copy and the creative, but I have no say over who sees it, when, where, or how they respond.

You chose things you can control when you’re a control freak.

Here’s What Damon Says

This was stated on Twitter by my friend Damon.

It is most definitely not a feature that can fix every issue if your revenue stays the same. Go ahead and use paid promotion, blog writing, cold outreach, and tweeting! Avoid writing code at all costs. 👊

— Chen Damon

The funny thing about this is that I was just telling a friend of mine who lives in Europe about all the new features he was introducing during an early-morning phone call. He pointed out that I wasn’t as excited.

“Do anything except adding a new feature.”

More Meetings, Same Challenge

Later in the day, I had more of the same encounters. A few of us gathered to discuss the innovative products we’ve developed but haven’t yet commercialized. Why? Because it takes effort to convey the right story.

When I next visited with our LearnDash team, things remained mostly unchanged. Next week, a tonne of new features will be released. It’s fantastic. However, we have a tonne of features already, and we haven’t done a good job of telling their tales.

So Here Is My Question to You

My query for you is quite straightforward.

Are you neglecting your marketing in favor of packing your product with additional features?

Here’s what I recommend if it describes you.

I take it that you’re already rather adept at sharing your clients’ stories? You do a wonderful job of introducing your new features as well.

Just take a look at your editorial or blog schedule, and every eighth post, turn it into a promotional piece showcasing a feature that isn’t brand-new.

One post every two weeks if you blog every day. Posting once a week equates to one post every two months. It won’t appear to be a consistent promotional dynamic either way.

In any case, I advise you to develop the storytelling skills necessary to convey the tales of your elder characteristics, regardless of the time frame you decide on. You’ll be surprised to learn that many of your current clients will be unfamiliar with them.