The more choices people have, the longer it takes them to make a decision. Today, consumers have more options than they need. So, they want to get something special, something remarkable. That’s why mass advertising doesn’t work anymore.

Take it from Apple, which came up with the colorful iMac, or Ben & Jerry’s, which offers not just ice cream but also an exciting experience, unusual flavors, and unconventional advertisements. Both companies soon realized that standing out from the crowd is their advantage, as people notice, remember, and talk about them.

Seth Godin, the author of Purple Cow, shares one memory: “When my family and I were driving through France a few years ago, we were enchanted by the hundreds of storybook cows grazing on picturesque pastures right next to the highway.” Could you guess what happens next? Yes, they stopped looking at cows because all of them were the same. Maybe if they had seen a purple cow, they would have become interested again because of its remarkability.

If we switch on to advertising, there are so many ads that people just dismiss—those that are ordinary, like the usual cows. They are waiting for their purple cow instead. So, you should be bold when it comes to your marketing strategy. Don’t focus on the usual cows, but try to shine bright in order to get customers.

Steer clear of outdated advertising techniques, such as mass ads on TV. People don’t trust what they see on TV anymore, and they won’t buy your product just because they see it a lot. Your marketing should be part of your product from the very beginning. Make something unique that will catch the eye of the niche audience, which will further spread your products.