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Non-Fat Advertising

“We’re the best in the business. We’ve been family-owned for two centuries. We have what you need, when you need it. Our knowledgeable staff can handle anything you throw their way. When you want quality, we’re second to none.”

You may think that it doesn’t matter what you say in your ads. And that you just need to find “the right people”. I’m saying…that is completely backwards. Of course you have a “target audience” and you might not want to send a direct mail campaign to the “slums” of your town. And you might not like the people you get by advertising in the local “shopper”. So, then you start believing that WHERE you advertise is most important.

Don’t get me wrong, sometimes you can find a better audience to advertise to. But if you’re putting an ad out there that “toots your own horn” about crap that nobody cares…

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