Tuesday, 13 November 2012


Consumers are deaf to the babble of the advertising class.

It is true to say that all the advertising in the world won't bring the customers back!

Spending a huge fortune on TV advertising?

Rest assured these days your advertising slipped into the huge gulf of

mistrust, disbelief and total lack of interest that now separates the

Advertising Class from everybody else. This gulf is so full of disbelieved

advertising and ignored blogs,sales promotion gimmicks,direct marketing and

irrelevant banners/radio commercials.

The cynicism about advertising is so pervasive that it embraces almost all

marketing activity. Use a statistic? It's a lie. This cynicism extends to

the media, all advertising is seen as fiction inside an untruth wrapped in a piece

of spin! Most advertising proceeds as if there was still a reasonable degree

of trust. As if the message was still getting through, still be listened to,

still being weighed up. It must be hard to be in Advertising and to carry on if

the truth were faced.

For example, the rubbish that the food industry has fed people for decades,

along with its (literally) toxic products and the lies and omissions that it has

disseminated, well now is the time to challenge this concerted project of

misinformation, corruption and silence together with the programme to keep

people as ignorant as possible about factory farming. Myths trotted out


The incredible plethora of choices consumers now possess has a downside, and

it's called exhaustion. An overwhelming number of possibilities complicates

every buying decision. Add to that all the other more baroque aspects of modern

life, such as two-income households, frequent divorce.

and remarriage and blending of increasing traffic,

shortening news cycles, and 100 channels of cable television, and you wind up

with a consumer group that feels very over loaded and harassed.

Stand back. Stop thinking like the operator and start thinking like a

customer. Better, talk to real customers. Or, better still, to real

non-customers. What do they want? What is missing for them? Customer focus is

important all the time, and is one of the main advantages that small firms enjoy

over their apparently stronger and more profitable larger rivals. In good

economic times, it's almost inevitable that, for big companies, the needs of

customers will drop down the list of corporate priorities, to some degree. This

creates an opportunity for small firms with a distinctive customer offering to

move in and clean up.

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