想分辨ase Sales? Don't Buy Ads.You can buy marketing, sales or attention, but product-market fit should always take center stage.

"I want to increase my sales. Does that mean I need to buy ads?" — Edward, St. Louis

Sure, you can buysales. That's what paid media is — it gives you access to a largeaudienceand helps you test your messaging. But there's a downside to it. Paid media can trick people into conflating sales with demand. It can also make entrepreneurs with smaller budgets feel like they have no shot at truly connecting with their audience.

I'm here to tell you that's not the case. You can buy your way into sales, but you can't buy your way intoproduct-market fit— andthatis the thing you should be most focused on.