Tesla knows how to make an impact.

Unless you’ve been on a deserted island, you’ve heard about the announcement of Tesla’s new e-pickup truck by now. Whether you’ve deep-dived into specs or just saw clips of the failed “bulletproof glass” test, you have some idea of what the Cybertruck is (and all with no paid marketing).

From the first announcement of the Tesla car line to now, Elon Musk and his company have continued to change the car industry. But while most people look at how Tesla pushes the boundaries of automaking, their bold marketing moves is what has interested me the most. Let’s see how Tesla’s moves could yield some good tips for your business.

Bold moves make waves.

You always hear people say a particular field or chosen topic of focus is “saturated”. But with 7.7 billion people in the world, can anything really be saturated? A better way to look at this is a matter of making yourself stand out. If you have a unique selling point, your product may be similar to someone else, but you have a extra marketing hook to keep your customers coming to you.

This is what we see with Tesla’s design ethos. With the Cybertruck, they didn’t just drop their tech into a slightly updated looking truck. They took it to the next level, where no other competitor would even consider going. The product is still a truck, but it will stand out to a potential customer regardless of any of the other specs. In addition, in today’s age of instant hot takes, the reveal of the radical design made Tesla THE topic of the industry.

Whether people thought the truck was good (146k preorders in 24 hrs!) or bad (Tesla share price drop), people are talking about Tesla non-stop. And you can’t beat that much publicity. For your business, make sure you always consider how to make your product stand out from the field. Keep people talking about YOU.

Make sure your brand is known for something.

Remember the timeless advice: “Blue Magic, that’s a brand name…I stand behind it, I guarantee it.” When it comes to marketing your business, your customers, returning or potential, must understand what they can expect from you. Even beyond your products, the mere mention of your brand should evoke something in the mind.

For Tesla, it is boundary-pushing, innovative technical achievement. The Tesla cars brought the dream of mass-market electric cars to reality with a suite of technological features never before seen. Since Tesla built that goodwill and reputation, people will be much more willing to accept a radical concept from them, since they have proven that they can pull it off.

In building your business, make sure you create a positive reputation. This will allow you the latitude to make bold moves when necessary as well as build anticipation for your future offerings. It is imperative to have this flexibility as you grow your business. Without this trust, it will be difficult to adapt as needed, especially in today’s ever-changing marketplaces.

Create the demand, the rest will follow.

So many entrepreneurs get caught up wanting to offer a product or service, then they have to go out and find customers to stay afloat (I feel your pain, I have been there!). But imagine how much easier life is when the customer cuts all the guesswork for you.

This is exactly what Tesla did. They didn’t go into production off focus groups and hope for the best. They gave the public the details at the launch event, then opened preorders. Less risk for Tesla, and they can gauge the demand before they ever cold-roll a single body panel on the production line. The truck isn’t even slated to release until 2021, but 146k+ preorders show that demand is there. Even if all of those preorders aren’t delivered, that’s still massive demand for such a radical design. Plus it’s an over 14.6 million interest free loan for now…

The lesson for you? We all can’t drop a Cybertruck, but you can know your audience. Do your research and figure out what people need in your niche, not just what you think you need to offer. Creating an attractive offer is the fundamental key to any successful business. All the other marketing advice and tips is just the sauce to make sure you keep rising to the top.