Advertising

Talking with someone about advertising can be difficult, especially if he says something like, "I've been in business for 10 years and I don't need to advertise. All of my business comes from word of mouth." Ironically, this same man called me later to complain about his business being so bad and he wanted suggestions to improve it. I gave him several.

Later, I asked a 40-year veteran of the advertising business how he makes his case to such a non-believer. He said, "The church I go to has been in business for two thousand years and they still advertise. They have a sign out front, they're in the yellow pages, have an internet web site, publish a weekly bulletin and they ring their bell before every service, too."

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