Here’s an experiment. Pick any medium: print, TV, digital, radio, direct mail, email, outdoor. Note every message that grabs you and gets you interested in the product. It’s likely that as much as 99% of what you see or hear isn’t leaving any impression at all. That’s a ton of wasted money. As advertising legend David Ogilvy observed, “If it doesn’t sell, it isn’t creative.” Now here’s the hard part. Put your own marketing to the test. Would it stop you, engage you and make you think about doing something? If not, it’s wasted money. Are you okay with that?
