1. The issues with conventional PR is that a lot of it is not trackable, doesn't generate you know a high return on investment, and it's kind of that black box of you know is this actually even worth spending on.
2. I think getting folks engaged at the top of the funnel is getting them to you know understand that they're going to want to solve a problem that they have, that pain point. They're going to want to read more if it doesn't feel like they're being sold to initially.
3. You do not want to use highly polished or branded creative generally. You want it to look kind of almost like a stock image and it might look really ugly but I know people out there saying ugly ads are the best ads and I actually agree with that especially for performance PR.
4. You keep kind of like building that awareness for the problem and the brand and then serving them with that same message from different sources, it slowly but surely creeps into the head of the user and they become more and more inclined to purchase.
5. They're like wow I'm seeing this everywhere I need to purchase now or I'm like more intrigued than they get the FOMO effect and then it works absolutely.
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