The less people want your product, the more you need the tactics, sales, and marketing.
Sukiyabashi Jiro is a three-Michelin-starred Japanese sushi restaurant in Tokyo where diners must place reservations a minimum of 2-months in advance. A plate of sushi costs $300. Its success is not in the novelty of its meal being so expensive. Its recognition stems from its unparalleled product; that the owner has devoted his entire life into the perfection of his craft, and it shows.
On the other end of the spectrum, no one is waiting for more than 15 mins for McDonald’s food because it’s shit. Jiro Ono, the Tokyo restaurant owner, is considered by many to be the world’s greatest sushi chef. He does not have to advertise or solicit people for his business to thrive. He just keeps producing the world’s best sushi.
Huy Fong Foods’ Sriracha is a massively popular hot chili sauce. Even during the economic recession the company didn’t feel it affect its growth. In fact each year their sales have reached into the double digits. Last year they made $60 million dollars selling a relatively inexpensive hot sauce. That $60 million dollar achievement has been done without spending a single cent on advertising.
On the other hand, McDonald’s spent $963 million in ads last year. That means $1-out-of-every-$6 spent on all restaurant advertising in America is done by McDonald’s. They have to create goofy characters and bright, gaudy imagery in order to keep their logo, jingle, and catch phrases stuck in people’s head. They are not #1 because they are the best quality. They are recognized because they are prevalent.
Can you see the correlation in many of today’s martial arts establishments?