As every entrepreneur knows, you can't compete on a marketing spend basis against the big companies. In our case, we compete against drug companies such as Glaxo Smith Kline and Pfizer, an industry renowned for big advertising bucks. Time and time again we have advertising companies come to us with proposals:
"We will place ads in these publications and test-and-measure and this is the theme for the ads."
The flaw? Surely my product doesn't need a theme. Surely it doesn't need big advertising. We are almost going back to the times of "build it and they will come". This is true now more than anytime since the TV revolution started.
Build something great, people will talk about it and they will come.
I challenge the advertising companies to help their clients build something great rather than wasting more hard-earned money.