Most marketing doesn’t work. And it’s not because it’s poorly executed, although plenty of it is. It’s not because media no longer reaches people, although its reach has certainly shrunk. It’s because, when consumers have too many choices and too little time, they only notice the remarkable. And the majority of the time, there’s nothing remarkable being marketed. Take a hard look at your company and its products, services and people. Be honest with yourself. Do you see anything remarkable? Chances are, you don’t. Fix that, and your marketing will take off.
