Dead on! great points.

I come across clients who get very passionate about "their baby", invest good money into all the aspects: graphics, video, copy, etc ... and their passion builds this belief that everyone will want it.

Meanwhile, just a bit of market research would quickly demonstrate that, no, the majority of the market is not interested in or ready for such a product.

Software publishers are notorious for this. They create the new revolutionary software with 1000 bells and whistles and think everyone will want it. Trouble is, the too many functions (the sheer power of it) is what scares prospects away and so the sales never come.

Or a me-too ebook clone that's already over-saturated. The publisher hears of the successes (or doctored up successes) of some related info products and assumes theirs too will take off like a rocket... they ignore the "distribution channel" (ie: the marketing, the affiliate base, the biult in client base, the hungry subscriber base, the established brand and fan base) that the other publishers had. So when their own product flops, they're surprised.

And of course there are those who have a powerful promotion, sell a healthy chunk of change worth of products but it turns out it doesn't work as well as hyped or simply isn't seen as valuable by the customers.

I know of one marketer who did a low-five figures in sales for one offer... that ended up seeing roughly 75% refund rate! That's massive (and very damaging)! The system simply confused most and didn't work for others.

So yes... great point Greg... focus on developing a QUALITY product not just a well polished sales system.