product note

Worked for this guy. He's mostly full of shit, and a lot of people don't like him, and he has absolutely no concept of technology or how the internet works - but I liked him, and he can make a damn good 30 second spot. However, he only cares about "awareness" campaigns.  I think a lot of this is projection - HE doesn't understand how to translate his skills to this changing landscape.

It's not rocket surgery:

1. Know who you are targeting and the problem they need solved.
2. Create a product that they will love and brag about to their friends.
3. Find out where they hang out (websites, tv shows, apps, whatever).
4. Express your value proposition in a simple, clear way.
5. Have some kind of a cool factor and/or be aspirational.
6. Be consistent with your messaging across channels and over time.
7. Once you have acquired a customer, treat him with care. 
8. Foster pride in ownership, it leads to referrals and repeat customers.