When you have an idea, skills, tools, and money, you can attract attention to any product. Yet the notion of promotion requires that our product ‘catches up’, that is accepted and recommended by its first buyers to others. If it fails such a verification, even the best promotional campaign won’t do. That’s why it doesn’t make sense to invest in things of dubious quality. It is best if the promoter can participate in working on the product already in the phase of its preparation. If it is so, the product can be formed so as to contain potential for promotion: points of significance around which we will weave a tale that is attractive for the recipients. The more of such ‘hooks’, the cheaper and more efficient the future promotion.