Advertising Is...
The job of advertising is to channel the tide of "mass desire" that already exists out there in the market place.
How do I know that? Because I'm paraphrasing Gene Schwartz, a legendary sales writer who wrote the book "Breakthrough Advertising". He sold literally millions upon millions of dollars of products simply with the power of his pen... er, typewriter.
It's not about changing people's minds. It's about educating them to the options available that will satisfy their needs and desires.
So, if you're having a rough time attracting customers, maybe it's because you are trying to change people's minds instead of helping them find what they really want.
Or, more likely, you're not standing in the right place where the flow of this mass desire is heading. Today that mass desire has firmly headed to the internet.
Continually I hear business people say they know they need to do internet marketing but they don't know how. There is no easy way to say this but, that attitude will doom you to a continually shrinking business while your competition takes all your customers. There have always been obstacles to overcome when markets change. Horse lovers resisted the automobile. Those who stuck with horses lost out.
Today the internet has entered the phase of Web 2.0 and beyond into social media.
Don't know what FaceBook is all about? Take time to educate yourself, or hire someone to do it for you. The majority of businesses surveyed have only entered the social media world in the last 90 days. There's still time to make a difference and place yourself in the "tide of mass desire" on the internet.
But hurry.
George Austin
www.small-business-marketing-that-gets-results.com
www.sayitwithpower.com
How do I know that? Because I'm paraphrasing Gene Schwartz, a legendary sales writer who wrote the book "Breakthrough Advertising". He sold literally millions upon millions of dollars of products simply with the power of his pen... er, typewriter.
It's not about changing people's minds. It's about educating them to the options available that will satisfy their needs and desires.
So, if you're having a rough time attracting customers, maybe it's because you are trying to change people's minds instead of helping them find what they really want.
Or, more likely, you're not standing in the right place where the flow of this mass desire is heading. Today that mass desire has firmly headed to the internet.
Continually I hear business people say they know they need to do internet marketing but they don't know how. There is no easy way to say this but, that attitude will doom you to a continually shrinking business while your competition takes all your customers. There have always been obstacles to overcome when markets change. Horse lovers resisted the automobile. Those who stuck with horses lost out.
Today the internet has entered the phase of Web 2.0 and beyond into social media.
Don't know what FaceBook is all about? Take time to educate yourself, or hire someone to do it for you. The majority of businesses surveyed have only entered the social media world in the last 90 days. There's still time to make a difference and place yourself in the "tide of mass desire" on the internet.
But hurry.
George Austin
www.small-business-marketing-that-gets-results.com
www.sayitwithpower.com
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