Fill a room with small business owners and ask if they’ve ever tried advertising.
Most will give you some version of, “I tried it once. It doesn’t work.”
They’re right. In fact, there are lots of ways advertising doesn’t work.
Run a short-term test and advertising doesn’t work.
Run ads sporadically and advertising doesn’t work.
Buy reach without repetition and advertising doesn’t work.
Don’t have a dedicated budget and advertising doesn’t work.
If your message isn’t relevant advertising doesn’t work.
If no one wants what you’re selling advertising doesn’t work.
Say the same thing as your competitors and advertising doesn’t work.
Don’t do what you promised and advertising doesn’t work.
Have sucky sales and service and advertising doesn’t work.
Have a broken business model and advertising doesn’t work.
So, yeah, It’s true.
Advertising doesn’t work.
– Zac Smith, VC
