Thursday, January 10, 2008


I was listening to a marketing podcast today and the guest was a woman who says the most common mistake small businesses make when building their brand is to do it through their advertising. Her claim is that advertising has no credibility.

I agree...sort of.

Screamin' car dealer ads offering "Two Cars For The Price Of ONE!" have no credibility. But, I'd argue that advertising IS a place to build your brand. The trick is to use "advertising" as your Public Relations medium. Whether print, broadcast, web...however you "advertise", you MUST use it as an opportunity to (and this sounds self serving!) Say Something IMPORTANT. And that's the trick. She's right; most advertising has no credibility because its consistently full of junk... can do it differently. And succeed. And build YOUR brand. Which grows your business.

Let's talk about how!

PS: watch for the next blog...I'll give you a quick & easy way to get more mileage out of your marketing money!


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