The best marketers bake their advertising into their work.
Whether you’re an athlete, an author, or a baker, the product speaks for itself. Your trade either breeds trust and gets shared by others or falls at the wayside.
Steve Jobs, Michael Jordan, and Albert Einstein put their money where their mouth is.
But there are of course ways to exaggerate one’s abilities.
David Beckham was a good football player, not great. Karl Lagerfeld is a good designer, but no one amazing. The difference is how these two talk about themselves and strategically elevate their game by raising their awareness platform.
Performance is only half of the story. The other half of the story is what the consumer tells themselves. Buyers acknowledge the artifice but also stand on pedestals they too think they deserve.