If a potential buyer sees one thing in a presentation, a different message on your website, and another variation in an advertisement, they must mentally reconcile all of those messages. Chances are, they won’t engage with you. The more novel your concept, the more important it is that your marketing message be clear, concise, and consistent.

Marketing a new concept is rarely easy, but it’s always interesting. No two situations are exactly alike, so the most important lesson is this: Things will never work out the way you plan. Always be willing to experiment, document what you learn and, above all, be persistent.