As advertisers, what we're looking for is engagement. What we mean by engagement is the impact we'll have with our message on your target. If they will find it relevant, appealing, right, and if they will honestly remember it or not. Isn't it "old school"? Isn't it just an excuse for an advertiser to only ask for more money? After all, a great product would speak by itself.
Put the customer first.
Here's a great example. Zara only spends 0.3% of sales on advertising and is one of the most successful company. So, how do they do it? Since the beginning, they always put their customers at the center of every decision they made. Every time a client loved or hated a product, the information would instantly travel to the headquarters. Directly the team would change its production according to the feedback they got. Even if the customer didn't felt anything, they could only have a great experience because a previous customer already tested the product and approved it. Call it a virtuous circle.
Create a product for people, not for you.
As entrepreneurs, when we create a product or service, it takes time to know if it's the right one or not. The production might be slow and expensive. Maybe we don't find our customers directly, so we don't have the time to test it properly. We are convinced that if it would solve our pain points, it would naturally help someone else. I don't know about you, but I've seen many entrepreneurs failing because they didn't listen enough to their target.
When you create your product, from the formulation to the packaging, are you going to sell it to yourself or a thousand people? When we listen to the need, the real one, of our potential consumers, we create a product that speaks by itself. A great entrepreneur is someone that carefully understood a global problem and put all of his efforts into answering it. When you work on your new solution, think about how your users will live with it, how it will help them every day, how it will change their life. If you do, you'll potentially create a great product. And here's the magic happen.
Word of mouth was, is, and will always be the best advertising.
When your customer finally buys your fantastic product, they naturally talk about it. Why would you keep for yourself such a great secret? People share their discoveries with their family, friends, and coworkers. First of all, because they like to help others, and also because it makes them feel good to be trendsetters. This is how we work. We focus on your customers and what they will think about you because we care and want you to succeed in the long term.