The old method –

  1. Create an ad on social media
  2. Bring them to a sales page
  3. Sell the product

The new method –

  1. Select a tiny audience
  2. Understand their problems
  3. Empathize with their problems using copy
  4. Explain why they are struggling
  5. Introduce a different way of doing things (a new premise)
  6. Introduce your product that fits into this new premise.

The new way needs more empathy, better storytelling, and a longer customer journey. But that is the way ahead.