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So you’ve read that to promote your business, whatever it may be, you need a marketing strategy.

Since you’re just stepping into the entrepreneurial world, you might not be clear on what exactly marketing means, because there’s nothing out there that has explained in detail what this topic is and why it’s so important.

I imagine you’ve also often come across superficial content that promises a lot but delivers little in terms of tangible results.

The marketing landscape has changed drastically in recent years.

The old marketing model, based on intrusive ads and one-way messages, doesn’t work like it used to.

Consumers have become more demanding, informed, and skilled at filtering out what they want from background noise.

Don’t worry, you’re in the right place.

In this blog post, I’ll guide you through an advanced, comprehensive, and definitive guide to modern marketing.

You’ll discover how to adapt your strategy to meet the new market demands, how to build authentic relationships with your customers, and how to leverage new technologies to your advantage without being invasive.

I’ll explain how you can transform your business with innovative approaches that prioritize the customer and their experience.

This guide will not only give you a competitive edge but also help you build a solid foundation for the future of your business.

Let’s get started!

Definition of Marketing

The universally recognized definition of marketing, coined by the American Marketing Association (AMA), one of the most authoritative organizations in the field, is this:

“A set of strategic and well-defined actions that allow us to sell a product or service to a market segment that has expressed the desire to purchase it.”

From this general but very precise definition of marketing, two fundamental characteristics of this vast subject can be identified.

The first characteristic, often underestimated but actually quite important, concerns the target audience: no marketing technique in the world can help sell a product or service if there is no market of people who have expressed the desire to buy it.

Beware of all those scam courses that promise to teach you how to earn thousands of dollars a day by selling ice to Eskimos.

I’ve been in the business education world for years and know everything about the subject.

It’s not possible to sell a Ferrari to someone who doesn’t have the budget to buy it, just as you’ll NEVER be able to sell a bottle of Coca-Cola to someone who loves Pepsi.

Budget and willingness to buy are the foundations of every successful business.

Unless you intend to “sell” something through unorthodox and entirely illegal mafia methods, a product or service is sold when a sufficiently large group of people express the need for it, and have the economic availability to purchase it.

No market, no marketing, it’s a very simple equation.

“If you wanted to start selling hamburgers, what is the most important element that will guarantee your success?”

This question was posed by Gary Halbert to his audience during a marketing event in the late ’80s and ’90s.

Gary Halbert
Gary Halbert.
Source: Jashan Lallar – LinkedIn.

The audience gave various answers:

  • “A powerful and distinctive idea!”
  • “A famous spokesperson!”
  • “A secret sauce!”


Gary Halbert looked at them, smiled, and said:

“All valid and certainly important ideas, but the first element you must ensure you have in abundance is a hungry crowd!”

This dialogue, famous in the world of marketing (unfortunately, I couldn’t find more precise information about the event but it’s a well-known anecdote by many, so I presume it really happened), emphasizes once again that an incredibly innovative, surprising, and useful product or service (or, as in the case of hamburgers, a common product already sold in infinite quantities) will never be sold if there are no people willing to buy it.

Always keep this concept in mind; it will save your life and that of your company.

From this element arises the second characteristic of marketing: to succeed, one must listen to their target market.

What are your customers concerned about?

What do they need?

And above all, what do they complain about to your competitors?

These are questions that reveal a lot about our customers’ needs, and our goal should be to embrace these complaints, identify the most common and heartfelt one, and create or modify what we sell in a way that solves that problem.

This will be our distinguishing idea compared to our competitors (for more information, read the blog post What Is USP – Unique Selling Proposition“).

If we can understand the needs and complaints of our customers and create a product/service capable of addressing those complaints, this will be what allows our company to thrive and enter the ranks of the world’s most important companies.

Yes, you got it right: a properly and strategically created distinguishing idea, based on sincere listening to our customers, will make our entire business recognized and esteemed worldwide.

Now, it’s clear that these are just words and that reality is much more demanding; otherwise, we could all create billion-dollar companies overnight.

However, these are the general marketing concepts that you practically need to memorize if you want to become a successful entrepreneur.

Marketing in the New Economy

Your business is like a beautiful oak tree.

It’s magnificent, green, and imposing.

Marketing is like photosynthesis.

Without photosynthesis, the oak tree dies because it can’t absorb the sugars and oxygen it needs to survive.

Similarly, without marketing, any company fails because it doesn’t attract customers willing to pay for the products and services it offers.

If you grasp this concept, you understand the importance of marketing, and this blog post could end here.

We live in a digital age, often called the New Economy.

We are witnessing remarkable technological advancements that could, in the not-too-distant future, revolutionize the work of entrepreneurs and businesses, significantly improving quality and reducing stress.

Above all – something I deeply appreciate – we are moving towards a more human dimension, more attentive to the environment.

Being deeply environmentally aware and animal rights-oriented, nothing could make me happier or more excited than contemplating the future with this thought in mind.

Now, if you’re an entrepreneur who wants to ride this wave of change and, above all, aspire to master it, you can’t rely on chance anymore.

What does that mean?

It means you can’t open a business and hope that the excellent quality of your product attracts customers like bees to flowers.

If billion-dollar companies famous even in the universe like Amazon and Apple continue tirelessly investing billions of dollars to promote themselves, for what absurd reason should we – with zero authority, zero credibility, and zero testimonials – be exempt from doing so?

Why shouldn’t marketing matter to us?

Nowadays, becoming an entrepreneur without fully understanding the concept of marketing, embracing both its founding principles and advanced aspects, is unthinkable.

More than anything, it’s unthinkable to expect to survive and thrive without constantly communicating to our potential customers why they should buy from us instead of our competitors.

With the ongoing evolution of communication channels and the advent of increasingly interactive technological marvels like artificial intelligence and, in a few years, the metaverse, the time has come when we can no longer simply open our store doors and expect people to flock in as they once did.

The world has changed, and so has the way we do business.

I’ll revisit this concept in other blog posts, but today, when people need to buy something, they don’t just hop in their car and head to a mall, hoping to find what they’re looking for.

Sure, they might still go to the mall for a leisurely stroll and maybe find something interesting along the way.

But when they specifically need a product or service, they want to be well-informed before making a purchase.

The first thing they do is search online for businesses that sell what they need.

They find products on Amazon and services on Google.

A study by Think with Google found that 53% of shoppers always research online before making a purchase to ensure they are making the best possible choice.

You might think Google has a vested interest in promoting these numbers and that they might be exaggerated.

Google’s credibility is hard to question, but if you want more sources, I can cite How Many Consumers Research Online Before Buying? by ConsumerGravity and 81% of Shoppers Conduct Online Research Before Purchase by SalesLion.

They both emphasize that 81% of consumers conduct online research before making a purchase, whether online or in-store.

Many spend an average of 79 days gathering information for significant purchases.

This means that without a blog or a YouTube channel to share our unique idea, we simply don’t exist for a large percentage of consumers and potential customers.

They will definitely turn to our competitors.

Ethics and Sustainability in Marketing

In my blog, I’ll often delve into ethics and sustainability because I believe they’re crucial for becoming a successful entrepreneur in today’s world.

We can’t ignore the environment or respect for those around us and animals anymore.

Making money is okay, but we need to stop doing it at the expense of everything and everyone.

We should respect others, whether they’re our customers or not.

That’s my idea of change.

Showing respect to our customers is possible by focusing on building deeper connections with them instead of using ambiguous tactics like “Click here and get a free product!”

This means actively listening to people’s needs and desires, understanding their values and concerns, and genuinely caring about their well-being.

Companies need to stop seeing their customers as mere profit generators and start treating them as unique individuals to build meaningful and lasting connections with.

Ideally, this involves always telling them the truth, avoiding aggressive sales tactics and lies.

That’s how we make the business world better.

An entrepreneur who genuinely commits to improving the world through their products and business practices will see a positive return in financial success.

Mark Zuckerberg and Jeff Bezos always express this concept in every interview.

Ethics and sustainability are no longer just options but essential elements for long-term success.

Companies that adopt ethical and sustainable business practices not only gain the trust and respect of their audience but also a competitive advantage in an increasingly socially responsible market.

McDonald’s, for example, replaced plastic straws with paper ones in the UK in response to a customer-led campaign that gathered nearly half a million signatures.

This change, although significant and challenging, has earned the company much praise for choosing a biodegradable alternative.

If a multinational with billion-dollar capital listens to its customers and is environmentally conscious, I believe it’s time for us to do the same.

The Importance of Marketing in the Modern World

In the modern era we live in, with a constant flow of information and increasing competition, questioning the importance of marketing for businesses is like asking if air is necessary for humans.

Marketing isn’t just important; it’s everything.

Remember the oak tree example I mentioned earlier in this blog post.

Marketing works to position your product or service in the market, allowing you to stand out from the competition.

It’s like the language of your company.

It tells your story, defines your character, making you distinctive and appealing to your customer segment.

It’s simple: without marketing, new customers won’t find their way to your product.

Without new customers, the company doesn’t make money.

And a company without money, well, you can guess its fate.

Marketing and Business Growth

There’s no business growth without consistent promotion over time.

Without an effective marketing strategy, expanding and developing a business becomes an impossible challenge.

It’s like trying to navigate without a compass: the chances of finding land are almost nil.

Business growth only happens through a steady flow of product or service sales.

Sales keep the company’s gears turning, generating revenues that can be reinvested to fuel expansion.

Without a steady, predictable, and sustainable income, any growth attempts risk remaining only on paper.

But to increase sales, having more customers is crucial.

And that’s where marketing comes in.

Targeted marketing strategies enable companies to expand their audience, reach new markets, and win new customers.

Modern marketing offers a wide range of tools and platforms that allow companies to reach their audience effectively and efficiently.

From social media advertising campaigns to creating educational and engaging content, to search engine optimization and influencer marketing, the options are numerous and can be tailored to the specific needs of each company.

And that’s what I’ll teach you to do in this blog.

Marketing and Brand Building

It’s not just the product or service itself that sells, but the authority and reputation of the brand promoting it.

The product we sell or the service we provide must be of top quality, and we must create it with our utmost effort, that’s a given.

The product matters more than what scammy course sellers might try to make you believe.

If this blog contained shoddy information, no one would read it just because it’s free.

So, the product matters.

But it’s not the reason why it sells a lot or a little.

Take Apple’s iPhone for example: it’s basically a collection of metal pieces, lights, and wires that make up what should be a phone; often we also forget that it can actually make calls because we use it for so many other things.

I often use it as a stopwatch when I go jogging.

So why does it cost so much?

And why do many people see it as a symbol of design, innovation, and lifestyle?

Because the iPhone, and Apple as a whole, embody a rich history, a corporate culture, and shared values that have transformed Apple into more than just a tech company: it’s become a global phenomenon.

The iPhone, in particular, is a tiny yet powerful laptop computer with phone functions added on.

A technological hybrid of quality very close to perfection that represents a lifestyle more than an object itself.

If you have an iPhone, people think you’re rich.

The fact that it’s not true doesn’t matter; people unconsciously think so.

This is the culmination of years dedicated to building a strong and recognizable brand, fueled by the vision and charisma of its founder, Steve Jobs, one of the most renowned figures in history who truly revolutionized the world.

People wait in line at the Apple store in New York for a the new iPhone 7
People wait in line at the Apple store in New York for a the new iPhone 7.
Source: USA Today.

Today, promoting personal branding has become essential to stand out from the crowd and capture the audience’s attention.

Consumers don’t just trust a logo or a catchy slogan; they seek genuine human connections with the companies behind the products or services they purchase.

If I hadn’t shown myself in person, if my readers didn’t know that I, Alessandro Boldrini, was behind these articles, but instead a different author every time referred to the company as “we” instead of “I”, I don’t know if I would have had all this following.

People want to do business with other people, not with companies.

Showing the face of the brand, sharing personal stories, and promoting ethical values like respect for the world and for others have become powerful tools for engaging and winning over the audience.

And it was about time, I must say.

Transparency and honesty have become the currency of the realm in contemporary marketing.

Consumers want to know who’s behind the company, what its principles are, and how and why it’s committed to making a difference in the world.

Companies that embrace environmental sustainability, social responsibility, and ethical values have a significant competitive advantage as they meet an increasingly aware and attentive audience.

Marketing and Customer Relations

As mentioned in the paragraph above, marketing isn’t just about promoting products or services, but mostly about creating and maintaining constant communication and relationships with customers.

This isn’t just an important point, but probably the most crucial of all.

Companies need to be able to listen to, engage with, and respond to their customers’ needs in a proactive and meaningful way.

Even multinational companies with billions of fans worldwide listen to their customers through various tools and channels (social listening, focus groups and interviews, online review analysis, etc.).

Customer feedback, both positive and negative, is a treasure trove of valuable information that can be used to improve products, services, and overall experiences.

McDonald’s, as shown by the example of the straws I mentioned earlier, has demonstrated how a company can use social media and other platforms to directly interact with its customers, addressing their questions, concerns, and suggestions.

Being close to the customer not only helps improve satisfaction and loyalty but can also turn customers into true brand ambassadors.

When customers feel heard, appreciated, and valued, they’re more likely to recommend the company to friends, family, and colleagues.

This positive word of mouth is one of the most powerful means to acquire new customers and build a positive reputation in the market.

Today, those promoting scams have a short lifespan.

They might fool a couple of people, but then word spreads, and thanks to the internet, they’re quickly exposed.

To thrive today, you really have to help people.

The 3 Phases of Marketing

Now that we’ve understood how important marketing is, both as a tool for business growth and for trying to make real change in the world, let’s delve a bit into practice.

We’ll see, in broad strokes – which we’ll then explore more deeply in dedicated blog posts – how to apply marketing and, more specifically, the three phases it consists of.

Regardless of the industry you’re in, these three phases are applicable to any business, anywhere in the world.

1. Lead Generation

Whether you run an online business or work offline with a storefront or office, the first step in your marketing strategy is lead generation – acquiring customers.

But what exactly is lead generation?

You’ve probably heard about it a billion times, but it’s often assumed that everyone knows what it is.

Well, not everyone does.

There are many beginners in the marketing world who deserve to learn, especially considering it’s the most critical phase of all marketing (without new customers, any business fails, as already demonstrated).

Lead generation, in simple terms, is the process of identifying the ideal customer who might be interested in the product or service you’re selling (technically, these customers are called “target customers” or “buyer personas”) and trying to attract them to you with your unique selling proposition.

Essentially, you create an offer that sets you apart from the competition and then present it to your target customers.

Your practical goal in this initial phase is to obtain contact information (such as names and email addresses) from these people.

Those who voluntarily provide their contact details because they’re interested in your offer are called “leads” in marketing: potential customers with whom you can initiate an email marketing campaign with the aim of converting them into paying customers.

Now, the million-dollar question: how do you spread your marketing message and unique selling proposition to get leads?

The trick lies in communicating to your target audience that you are well aware of their problems.

You need to specify, in your messages, that you understand all the issues people face when they purchase the same product from the competition.

Your message must then demonstrate that your product has been created/modified/improved specifically to address that specific problem.

Therefore, you should discuss your unique offer and differentiating idea, supported by evidence and testimonials demonstrating its success.

The best way to approach people and get them to voluntarily provide their contact information is to disseminate free content through blog posts and YouTube videos.

This is a proven method that works whether you work online or offline, and it works even better when you are new to the market and competing with financially strong and competitive rivals.

2. Purchase Education

What does educating a customer in shopping mean?

Once again, the concept of differentiation comes into play (I hope it’s clear how vital it is for your company to stand out from the competition).

When a potential lead encounters your content and is genuinely impressed by your project and your unique idea, realizing that you can assist them better than your competitors, they naturally want to know more about you.

More importantly, they seek to ascertain if you’re a reliable person who will keep your promises.

At this point, you can persuade them to provide their email address in exchange for high-value content, such as an ebook or a video sharing exclusive information not easily available elsewhere and meticulously explaining who you are and why your differentiation idea works better than competitors’ offerings.

This free content, in marketing, is called a lead magnet.

Once you have the lead’s email address, as I mentioned earlier, you can start sending them your free communications with the aim of converting them into a paying customer.

What should you write in these emails?

You need to convey to your contacts the idea that choosing your business over the competition is the right decision for them.

You can achieve this goal by constantly reinforcing your concept of differentiation in every email and presenting evidence and testimonials that demonstrate the truth of your claims.

Testimonials and evidence supporting your argument are crucial elements of an effective marketing strategy.

In this blog, I always try to include links to credible sources that support my points.

It feels like a respectful gesture toward my readers.

In practice, it’s somewhat the same communication you need to perpetrate in your content marketing for phase 1, lead generation, except that through emails, you can be more specific and tell longer, more detailed testimonies.

Don’t worry, the whole process isn’t as difficult as it might seem.

To create truly persuasive content that makes your leads understand why your solution is better than the competition, you’ll need to master the art of copywriting and be able to evoke emotions in your target customers.

These emotional triggers lower their defenses and encourage them to make a purchase.

However, although not particularly demanding, it remains a process that requires time, dedication, and training.

But don’t worry, my blog is here to teach you everything.

3. Sales

The third and final phase of your marketing strategy encompasses all the processes and techniques through which you physically sell your product to a lead, turning them into a paying customer.

In some sectors, especially when prices are low and the first and second phases have been executed effectively, sales often occur without the need for direct interaction with the customer.

Take Amazon’s ebooks, for example: thanks to Amazon’s advanced marketing, when you buy a $2.99 ebook, there’s no need to talk to the author beforehand… you trust Amazon, rely on reviews, and make a secure purchase.

But if you sell high-value services or products like real estate, cars, or large industrial machinery, you’ll need to learn highly effective sales techniques.

I’ll cover these in the dedicated section of this blog.

The Old, Wrong, Yet Still Too Relevant Marketing Model

In recent years, many marketing trainers have emerged worldwide, all with one goal in mind: to sell you courses, books on Amazon, coaching, and masterclasses claiming to teach you marketing and make you rich.

These courses, sold for hundreds or sometimes thousands of dollars, contain techniques and strategies so advanced and secretive that they can be easily found for free with a simple Google or YouTube search.

Why the financial authorities of various countries don’t investigate these individuals remains a mystery to me.

Even more mysterious is why people trust these odd characters, self-proclaimed marketing gurus, who have never founded a company or published a testimony confirming their contribution to the establishment of a million-dollar business through their advice.

Dan Kennedy, Al Ries, Grant Cardone, Dan Lok, Seth Godin, Alex Hormozi, just to name a few of the most famous in the marketing world, are all great communicators (except Dan Kennedy, whose role I’ve never quite understood), but almost none of them have a Wikipedia page, and there is no testimony from any reputable company or entrepreneur confirming their collaborations.

The Wikipedia critique of Seth Godin's page
Seth Godin has a Wikipedia page, but since 2023 it begins with this critique. Most likely, he created his own page to promote himself.
Source: Seth Godin on Wikipedia.

Try to find a testimony from a company that makes millions of dollars a year – with published and not boasted budgets – saying, “Without the help of Dan Kennedy/Seth Godin/Al Ries/…, we wouldn’t be who we are.”

You won’t find a single one.

I don’t deny that they have mentored many people and made some money.

The problem is that their target clientele isn’t serious entrepreneurs but those, like them, who try to sell courses on how to get rich.

In practice, they sell dreams to opportunity seekers.

And they certainly haven’t made hundreds of millions of dollars like Alex Hormozi claims; there is no published budget for his company Aquisition.com, so no one can verify this information, which leaves me very puzzled.

If you became an official supplier to Apple, Google, Facebook, Amazon, or Microsoft with your business, wouldn’t you proudly announce it to everyone?

Wouldn’t you ask the president of that company to at least take a photo with you?

Wouldn’t you at least ask for a testimony?

If I knew for sure that Apple reads my blog and applies its principles, I would shout it out loud.

I would wear a shirt saying, “Apple reads my blog!”

If my blog earned not 100 million but just 3 million a year, I would proudly publish budgets and give everyone the chance to verify the information because it would serve me to prove to everyone that the strategies in my blog are true and really work.

It always makes me smile how everyone teaches the importance of testimonials but none of them actually apply the principle, even though they have all these famous and wealthy clients.

Are they maybe lying to us?

Perhaps these self-proclaimed marketing geniuses have simply credited themselves with all this praise just to sell books, courses, or seminars for thousands of dollars?

They’re definitely communication geniuses, but when you read their books or take their courses, you realize the concepts are pretty wacky, and there are no step-by-step processes.

The problem with all this is that they flood the Internet with incorrect and outdated information because their understanding of business and marketing is very limited.

Now, we will explore the most erroneous teaching that these pseudo-marketing gurus are spreading.

The Old Marketing Model

If these self-proclaimed gurus had ever run a business in their lives, they would know that the marketing model they’re teaching doesn’t work anymore.

In Italy, we have dozens of professional scammers who still “teach” this method, passing it off as advanced.

Surely, as you read it, it will sound familiar.

  • Facebook/Google Ads: The process starts with paid advertising on Facebook or Google, aiming to promote your free lead magnet, which could be an ebook, video, or webinar.
  • Landing Page: The ad directs users to a specially designed landing page intended to persuade visitors to provide their email addresses in exchange for your lead magnet.
  • Email Marketing: Once users have downloaded your lead magnet and automatically subscribed to your newsletter, the next step involves sending persuasive emails to encourage them to purchase your product, whether it’s a physical item, consulting, a service, or any other offering.
  • Product Sales: After successfully completing these three stages, users will purchase your product.

I’m sure you’re also familiar with ads like these:

  • “Here are three things they won’t tell you: […]”
  • “You’ve been misled! They’ve always told you […], but instead, you should […].”

These phrases embody the ubiquitous promotional videos we encounter daily on our Facebook/Instagram feeds or during our YouTube browsing sessions, forcing us to hastily click the “skip” button.

Although marketed by business gurus as the best and most advanced online marketing system, this method has a gigantic flaw that makes it obsolete and highly dangerous for your budget, as it could make you spend a lot of money on advertising without yielding any sales results.

But what’s specifically wrong?

The answer lies in the first part of this method, which involves starting your business by spending money on paid ads on Facebook or Google.

Now, if you have a multimillion-dollar advertising budget, you might still produce results.

But for small and medium-sized businesses, this marketing system could spell the beginning of the end.

Certainly, it was once a very effective method, as competition was limited in most market niches, and lead acquisition costs were very low.

In fact, a few years ago, a few dollars invested in Facebook Ads or Google could generate a significant number of contacts.

The cost per valid lead, those with a significant likelihood of converting into paying customers, started from $0.50, even in the United States.

But now, besides quadrupled expenses, starting a business with paid advertising presents other issues that deserve further examination.


Firstly, as just mentioned, this approach requires a substantial initial budget, which not everyone can afford to invest, especially at the beginning of their entrepreneurial journey when expenses are already numerous.

The few dollars that could have been invested in advertising in the past have now quadrupled to achieve desirable results.

In Switzerland, the cost to acquire marketing-interested leads is around $2.50 per lead.

In the United States, well, let’s not even talk about it… we’re talking about staggering figures.

I’m sure my American readers will vigorously nod their heads after reading this sentence.

Let’s also remember that we’re only talking about leads: individuals who have downloaded our lead magnet for free and consistently receive our newsletter, so we’re not talking about paying customers.

A lead is an individual who, at least initially, does not generate any profit for the company.

Therefore, spending to acquire a lead does not guarantee a return on investment.

If the lead decides to unsubscribe from your newsletter, it will only result in a financial loss.

In the past, this financial loss was manageable and acceptable for companies if some leads unsubscribed; they were aware of it and willing to take the risk.

But not anymore, because the costs are too high.

Any paid advertising campaign on platforms like Google or Facebook today requires a minimum daily budget of $100 (that’s $3,000 per month).

But I’m talking about minimum figures.

In the United States, with $100 daily, Google won’t even allow you to start the campaign.

Or, if it does, after a week, you’ll find the message “Campaign limited by budget,” which means either you increase the budget or Google will no longer show your ad.

This happens because the average spending on advertising campaigns like yours by your competitors is much higher than yours, so Google asks you to adjust to the others or eliminate it.

Additionally, each lead takes several months to purchase your product and generate a sale for you because people need time to develop trust.

Simply subscribing to a free newsletter does not guarantee immediate product sales.

When people encounter your ad, they will seek information about your company to ensure its legitimacy and your expertise.

They want to see reviews about you and your company.

They want to understand if you’re truly capable of helping them or if you’re just a charlatan boasting unproven successes, like the gurus I mentioned at the beginning of the blog post.

So now you should understand why relying solely on a Facebook or Google ad puts your entire business at risk of disappearing in an instant.

If you don’t have a blog and a YouTube channel to maintain constant communication with your potential contacts, people have no way of understanding who you are and if you’re an honest person.

This ultimately translates into being unable to sell a single unit of your product.

Unfortunately, this is the only certainty in the field of marketing.

Promoting paid ads to a cold audience is no longer an effective strategy.

From the customer’s perspective, your ad is just another message from an unknown individual reiterating the same claims as countless others.

Or, even worse, like so many do, an individual who claims that everyone else is wrong and that only they have the miraculous solution.

And it suddenly appears, disturbing them while people watch their favorite YouTube videos or read their favorite Facebook posts.

Are you aware of what happens when someone suddenly sees your ad without knowing you or your brand, and at that moment, they don’t need what you’re selling?


Well, let me show you:


  • “Please, enough!”
  • “What the heck are you saying?”
  • “What is this damn idiot wearing?”
  • “Oh my God, you’re ugly!”
  • “Stop bothering me!”
  • “What you’re saying is nonsense!”

Do you recognize them?

Of course you do.

They’re the insults you read under Facebook or Instagram ads.

Offensive comments under a Facebook advertisement
Offensive comments under a Facebook advertisement.
Source: AgoraPulse.

And before you object that these insults are only reserved for those promoting nonsense and get-rich-quick schemes, and that those with a serious business receive only compliments and inquiries, I can assure you that they will insult you even if you have a legitimate business.

Under the advertisement for my real estate agency, someone wrote:

“You are just idiots and Forte dei Marmi sucks.”

Just like that, for no reason.

Why do people respond to your Facebook ads with insults, often without even bothering to read the content?

The answer is simple: no one knows you, and no one asked for anything from you at that moment.

They’re probably doing something much more fun than paying attention to you.

With paid ads, you appear in people’s feeds without an invitation, presenting a video or image promoting something they’re not currently interested in.

Even if someone might genuinely be interested in what you offer, they’re busy with other activities on social media and absolutely don’t want to be disturbed.

No one wants to be disturbed, not even you, and not even me.

The traditional marketing model with paid ads closely resembles a boring telemarketing call center that interrupts you at the most inconvenient times of the day.

We’ve always been advised not to pay attention to comments on our Facebook ads, and that advice holds true.

However, the problem is that these comments are also seen by potential customers.

And what happens?

Your potential customers see your ad but also read the insults from other people, so they start to wonder:

“If their product is as good as they claim, why do their ads contain such offensive responses?”

These are the real thoughts crossing people’s minds.

So, half of your potential customers block your ad because they’re not interested at that moment and are doing something else, while the other half, potentially interested, instead of subscribing to your newsletter, clicks on your ad out of curiosity to understand who you are and what you do.

And they don’t become your leads; they just read your Landing Page.

It might take weeks, or even months, before they consider subscribing to your newsletter, with no guarantee that they will.

The problem is that in the meantime, you’ve already paid for that click on your ad, and all you’ve gained is the advertising expense for one more insult under your Facebook Ad.


Perhaps the most significant issue with this outdated marketing model, specifically with social media and YouTube ads, is how you’re perceived (or rather, not perceived) as an expert.

To thrive in any business today, it’s essential to be recognized as an authority in your field.

You need to be credible and demonstrate the truthfulness of your claims, especially your differentiating idea.

When you’re seen as an expert and back up everything you say, people automatically trust you, and it’s more likely that they’ll buy from you.

Have you ever wondered why, despite having a seemingly perfect marketing plan down to the last detail, you still can’t sell a single unit of your product?

And how does your competitor, perhaps not even educated and lacking a website, manage to sell huge quantities of the same product?

Probably because they’re already an established institution and have successfully served numerous customers who now recommend them to friends and acquaintances, so they don’t need to advertise.

You must understand that in today’s world, people are bombarded with ads and won’t make a purchase from you unless you offer a unique proposition, instill trust, and demonstrate credibility.

No one will buy from you if you’re new to the market.

In any industry, people have a myriad of options to choose from.

There’s strong competition everywhere, and people will always prefer those with more testimonials and satisfied customers.

I’m sorry to say it, but these are the norms of the New Economy.

That’s why the self-proclaimed gurus I mentioned at the beginning of the blog post are no longer growing.

Nowadays, people want proof of credibility and can’t provide it because they don’t have it, which is why their social media followers have been stagnant for some years.

The low engagement of Dan Lok's posts
The low engagement of Dan Lok’s posts, with only 0.03% of his followers liking, commenting, or sharing them.
Source: Dan Lok on Facebook.

I’m sure you, too, only buy from those you trust or those with more testimonials.

Let me give you an example: you come across an ad from an e-commerce site promoting a product you’re interested in.

You click on that ad and read the entire sales page.

The sales page convinces you, so you decide to buy that product.

What do you do then?

You close that unknown website and search for the same product on Amazon, at a definitely lower price.

Why didn’t you buy from that e-commerce site?

Because you don’t know that site and don’t trust it; instead, you trust Amazon and its reviews.

I’ve addressed all this to explain the fundamental concept: how can you expect to be recognized as an authority when you appear in the social media feeds of people who don’t know you and haven’t asked anything from you?

And how can you expect to be seen as an authority when your ad appears laboriously next to those of multimillion-dollar companies selling the same products – perhaps at discounted prices – and enjoy unlimited trust (unlike you)?

And, again, how can you hope to gain respect in your industry if your ads are full of negative and offensive comments?

As you can see, this marketing approach is no longer feasible today.

To solve this intricate situation, there’s no other solution than inbound marketing, which I’ll explain in detail in the related blog post.

If you find this blog post useful, please share it on your social profiles!

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