If the BIG guys Do, why not You?

Author: [email protected] (Bernard Kelvin Clive)
Published: Mon 11 Aug 2025
Episode Link: https://bkc.name/2025/08/11/if-the-big-guys-do-why-not-you/

If Giants Advertise, Why Aren’t You?

Today, we are looking at marketing and the need for advertisement amidst all the digital stuff, social media, the bars, and all of that. I was having a conversation with a colleague and this subject or marketing and ads came up, so I decided to share some insights to help all of us.

Is there a need. Do I need to place ads as a small business owner or whatever business I’m running? Is it necessary? Can’t I use any other smart means and forget about paid ads? I’m going to share some data with you that will amaze you.

Then we’ll look at a few things that you need to do as a small business owner, whether you’re an enterprise or a brand, to increase sales and revenue and establish your name and brand.

If the Giants Are Doing It, Why Aren’t You?

Here’s the thing. When the top-performing companies in the world, the big names we all know and admire, are pouring billions into advertising, that should tell you something important.

Let’s talk data. According to recent reports from 2024 and 2025, Amazon, the global e-commerce giant, spent a staggering $31 billion on ads in a single year. Think about that. This is a company everyone already knows, yet they still invest heavily in making sure people don’t forget them. Why? Because they understand that visibility is a currency in today’s market. And it pays back, Amazon reportedly gets a 300–400% ROI on their ad spend. That’s massive.

And they’re not alone. Microsoft spent somewhere between $25 to $30 billion last year, focusing on enterprise marketing, cloud services, and especially pushing platforms like LinkedIn. Even a company like Google, the company that sells ads, spends billions on its ads. Why? Because even they need to stay visible.

The numbers don’t lie. Google’s parent company, Alphabet, invests heavily to keep its brand relevant across platforms. Their average return on ad spend is around 200%. It’s a cycle that works: visibility brings clicks, clicks bring conversions, and conversions bring revenue.

Let’s go to the beverage world; Coca-Cola reportedly spends $4 to $5 billion every year on advertising. And we all know how visible that brand is. They’re everywhere. From billboards to Instagram reels, Coca-Cola’s branding is hard to miss. They don’t stop because they know attention is short-lived; you have to keep earning it.

Even Apple, the tech minimalist’s dream brand, spent $2 to $3 billion on advertising in 2024. They could rely on word of mouth or loyal customers, but they chose not to. Why? Because they understand the principle: You can’t sell a secret. If people don’t know, they won’t buy.

So here’s the question I want you to honestly ask yourself:

“If these companies—who are already known, trusted, and highly profitable are consistently placing ads, what makes me think I can grow my business without it?”

Advertising isn’t optional. It’s essential. The moment you stop being seen is the moment you start becoming invisible. No matter how good your product or service is, if no one knows about it, it won’t sell.

Advertising isn’t just a smart strategy. It’s a survival tool in today’s competitive marketplace.

The 5% Who Win — A Lesson from Working with Authors

Over the past decade, I’ve worked with thousands of authors—coaching, guiding, and helping them publish and promote their books across platforms like Amazon. And here’s a sobering truth I’ve discovered:

95% of authors I’ve worked with never invest in advertising.

And guess what? They don’t sell.

They launch their book, post a few times on social media, expect their friends and family to share it, and then wait. Some even get discouraged after a few weeks when the sales don’t roll in. But the 5%—the rare few who strategically run ads—they win. They make consistent sales, build loyal tribes, hit bestseller charts, and get repeat readers.

What’s the difference? Investment. They see advertising as a seed, not an expense. And the harvest? Visibility, sales, credibility, and momentum.

You see, the people who are consistently in the top 10 or top 20 lists on Amazon are not always the best writers or most gifted storytellers. Often, they are simply the ones who market better. They don’t just depend on luck or hoping a post goes viral, they run ads, track performance, test strategies, and optimize for results.

Let me put it plainly: if you publish a book and don’t advertise it, it’s like printing flyers and leaving them in your drawer. Nobody will know, and nobody will care. But place a targeted ad, and suddenly your book is in front of interested readers, people ready to buy, read, and recommend.

This doesn’t just apply to authors. Whether you’re a speaker, coach, solopreneur, or running a local business, visibility is the oxygen of your brand. And the only way to keep getting seen in this noisy world is to pay for attention.

We live in a world where attention is monetized. Organic reach is shrinking. Algorithms are fickle. Friends won’t always repost. Likes don’t equal sales.

But ads? Ads give you access. Access to new audiences. Access to global markets. Access to people who don’t know you yet but need what you’re offering.

Let me say this with clarity: if you want your brand or business to grow, you must be willing to pay to be seen. Those who don’t advertise will keep wondering why their peers are winning. Those who do? They’ll keep winning.

So, if you’re an author, entrepreneur, or creative and you’re holding back on ads because of fear, cost, or uncertainty, let this be your wake-up call.

The difference between staying hidden and getting noticed is one decision: Will you invest in advertising or not?

Why You Should Advertise: Visibility, Mindshare & Revenue

Let’s break this down simply. Why should you run ads? What’s the real benefit?

1. Visibility & Brand Awareness

The more people see you, the more they remember you. The more they remember you, the more likely they are to buy from you.

Running ads, especially in today’s digital age, helps you stay visible in a world overloaded with content. The competition for attention is fierce. If you’re not actively showing up, you’re falling behind.

People need to see your brand multiple times before they take action.

Visibility builds familiarity. Familiarity breeds trust. Trust leads to conversions.

Look at how Temu came out of nowhere. In just a short time, they’ve flooded every corner of the internet with ads—YouTube, Facebook, mobile apps. And what happened? People started asking, “What is this Temu thing?” That curiosity turns into clicks. Clicks into purchases.

It’s a simple marketing truth:

What people see often, they tend to believe is valuable.

2. Top-of-Mind Awareness

Ads help your brand stay top of mind. That means when a potential customer is ready to buy something in your category, your brand is the first one they think of.

Think about Coca-Cola. Even if they’re not your favorite drink, you can’t deny that you think of them first. Why? They’ve mastered consistent advertising. Every campaign, every billboard, every sponsored post—they’re staying in your face. And that’s not by accident.

They understand that attention is seasonal. People forget quickly. So, they remind us constantly: “We’re still here. We’re still the choice.”

Your business is no different. Whether you’re selling books, fashion, food, or courses, if you’re not actively positioning yourself, someone else is filling that space.

Top-of-mind brands get the first call, the first sale, and the first referral.

3. Revenue and Returns

Now let’s talk money.

Advertising is not just a visibility tool—it’s a revenue strategy. Every successful company you admire is using ads to drive results. Their billions in ad spend aren’t charity; it’s business. Smart business.

As I mentioned earlier, the average return on ad spend (ROAS) for many top firms ranges between 200% and 400%. That means for every $1 they spend; they’re making $2 to $4 back.

Now scale that. Imagine spending just $100 and getting $200 or $400 worth of sales. That’s the kind of math that scales brands fast.

And yes, not every ad will be a hit. Some will flop. But the data is clear: consistent, optimized advertising leads to growth. The results compound over time.

So whether you’re a startup or seasoned entrepreneur, the message is the same:

If you want consistent revenue, you need consistent visibility.

If you want consistent visibility, you need to advertise.

Here’s the final section of your article, polished and aligned with your voice:

Advertising Is Not an Expense — It’s an investment

Let’s shift the mindset.

Too many small business owners, solopreneurs, and creatives still see advertising as a cost. Something to avoid. Something to postpone. Something to only “try” when there’s extra money.

But here’s the truth:

Advertisement is not an expense, it’s an investment.

It’s the bridge between where your brand is and where it can be.

The sooner you stop seeing ads as money lost and start seeing them as money planted, the sooner you’ll start reaping long-term returns.

Yes, the digital space has taken over. While traditional advertising still has its place, digital ads dominate—and for good reason. They’re cheaper, more targeted, trackable, and scalable. Platforms like Facebook, Google, Instagram, LinkedIn, and even TikTok allow you to reach your ideal audience based on interests, behavior, geography, and more.

And when you run ads well, even with a modest budget, the returns can be exponential.

Here’s the irony: when people see your ad, they subconsciously think,

“This must be valuable. They’re investing in it.”

They assume credibility. They assume quality.

Visibility creates perceived value, and perceived value drives sales.

Whether you’re selling online courses, a book, a fashion line, or handmade products, placing ads gives the impression that your brand matters. That it’s not some side hustle you’re toying with, but a serious business with serious solutions.

You want to change the game? Start showing up like you’re already a big deal.

And the beauty of digital ads is this: platforms like Google even help you promote once you start spending. Their algorithms work in your favor. They want your ad to succeed because when you win, they win.

So, here’s the bottom line: