Non-Fat Advertising

I NEED NEW TIRES

I parked next to Jason’s Ford F-150 in the parking lot. When I saw Jason a few minutes later, I said, “Not to bring up something so painful, but … you have really bald tires.” He said, “Thanks for reminding me” sarcastically. He said he’s been looking online for a set that don’t cost an arm and a leg.

I started thinking about that. If I needed new tires, where would I shop? I couldn’t think of one place that stood out among all the places that sell tires in my town. I could think of two. But neither of those two gave me a feeling of comfort or confidence.

What if your business is like that? What if nobody thinks of you when they need what you sell? That’s a branding problem. It’s because all of your ads are targeted towards the people who need…

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