Before You Pay for Ads, Build the Story First

A while ago, a friend asked me for advice about her side hustle. She’s selling on Amazon, and she wanted to know if Amazon ads would be a good idea to help her products move faster.

I hesitated.

Not because I think ads are “bad,” but because I’ve always been doubtful about paid promotions when the foundation isn’t there yet. Sometimes ads feel like throwing your message into a loud platform and hoping it lands on the right person. It’s not that people won’t see it, many will. But online shopping happens at lightning speed. A customer scrolls, glances, compares, and forgets. The attention span is short, and if there’s no reason to care, the product becomes just another item in a long list.

That’s why I suggested something simpler, though it takes more patience: build connection first.

Post content on social media. Show the story behind the product. Share how it’s made, why it exists, and who it’s meant for. Let people see the human side of the hustle. In my mind, marketing works best when it turns strangers into familiar faces, then familiar faces into supporters.

As Seth Godin said, “Marketing is no longer about the stuff you make, but about the stories you tell.” And stories stick longer than ads.

Maybe later, when she has consistent engagement and a clearer audience, ads can become a tool, not a gamble. But for now, I hope my advice helps her focus on trust, not just traffic.

Link to the source of the image.