Monday, April 14, 2008

The People Connection

I see research reports, studies, stats, and some pretty mind boggling figures as I go about my work and research week after week.

These are just tools, though. Measuring sticks. Don't mistake them for marketing.

Someone trying to get you to buy the latest and greatest form of advertising? Keep in mind the following question before you sign up:

"How does this help my business connect with the people who I want as customers?"

Until the salesperson can show you the answer to that question, you might want to wait.*

Notice the asterisk*?

*That's because there is also a time not to wait, even if the salesperson cannot answer the question. And that is when you can answer the question yourself.

Because unfortunately, not all advertising sales people can answer that question, and that may be a reflection on the salesperson, not the form of advertising they are offering you.

Marketing is all about connecting with people.

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