This is where the art of marketing occurs. For most products and services, skywriting, billboards and telemarketing are precisely the wrong ways to spread a message. Not because they won’t be noticed—they probably will. But because they won’t be believed. In order to be believed, you must present enough of a change that the consumer chooses to notice it. But then you have to tell a story, not give a lecture. You have to hint at the facts, not announce them. You cannot prove your way into a sale—you gain a customer when the customer proves to herself that you’re a good choice. The process of
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