Advertising: Less Effective Than You Think

The challenge of creating visibility through advertising is as follows:

1. You are not paying attention. Nobody is.

Everyone is shouting at us to try this, buy that and so we close our ears, shut out the noise and stop listening. Fact is, we are not listening and neither are your potential customers.

There have never had so many different ways to advertise business. More newspapers, radio and television stations. More direct mail, more email spam. More sales calls, more websites. The average person is exposed to 3000 advertising messages a day.

All saying the same thing. People have had enough. We are not listening any more.

What does this mean to those of us looking for new business? Each year it costs more to reach potential new customers, who are not paying attention.

2. No one really believes adverts anyway.