Marketing begins with a white sheet…

Imagine living in an apartment and you create your own product. You know that everyone should buy it. You call up your Mom and tell her. She’s so proud. The problem is that no one comes to your apartment to buy it. Why? No one knows about it.

So you get a great idea. You paint a big sign, on a white sheet, that announces your product. You hang the sheet outside your windows so it can be seen on the street. Two guys knock on the door asking to see your product. A few more come in the next day.

By the third day, they tell some of their friends. You get more customers.

Before you know it, you’ve got a hit.

Print ads, TV time, social media, mailings and stuff like that work too. The more folks who know about you and your product the better. If only you and your Mom know about it, you will not sell a thing.

It all starts with a white sheet.