I was driving home from the cinema tonight and as we waited at some traffic lights my friend pointed out that a small wine bar/restaurant over the road was already closed for the evening.

We happen to know the people who run the restaurant (friends of friends) and having eaten there we also know that the menu is amazing. The chef/owner makes the most wonderful dishes – gourmet burgers, local fish that melts in the mouth, and divine desserts.

But nobody knows the restaurant is there.

Last Friday they had one person in all evening; on Saturday just one couple went in and shared a bottle of wine.

Now, when we’ve discussed the restaurant in the past the blame for their lack of customers has been placed on the fact there is little footfall traffic. Actually, that’s not completely true as they are right on the edge of the city centre and next to the university, placed perfectly for passing students and daytime shoppers.

So, perhaps the food is too gourmet for the students (prices are slightly higher than other student haunts)? Or maybe it’s the cost of parking around there in the evening?

All these are great excuses for the restaurant’s poor performance. But, basically, what it really comes down to is marketing.

Nobody knows the restaurant is there.

Even a knowledgeable taxi driver had to be told – yet he knew the sandwich bar and the pub on either side of the restaurant.

You may have the best product in the world….

You may find that those who DO try your product think it’s amazing, beyond compare, the best ever…

But if nobody knows where you are, what you do and why you stand out from the rest, your business will be dead in the water.

Your product is worthless if the marketing sucks.