Unless you understand these, your sales pitches and your ads may fail miserably. He points out that everyone loves a winning product. Therefore, it is vital to give your product the appearance of gaining momentum. Don't assume a big blast of advertising is the answer. Many of the big advertisers succeed because they have established their brand names by years of advertising.
Ads are expensive.
Advertise, but analyze your results. He lists eight factors to be considered when analyzing the results of your ads. While Don feels making your own product is better than the licensing approach, he does list 12 key steps to licensing an idea. Ideas don't sell themselves. Dramatic presentations and your ability to create a sense of urgency are vital when going the licensing route.