This Might Be Why Your Marketing Campaign Is Doing Nothing for You

(Flickr/Ian Lennox)

I've been doing, teaching and writing about marketing since 1975.

The one question I've been asked most often is about media choices. In the '70s it was about radio vs. TV. The question is still asked today. But today's questions seem focused on broadcast media vs. social media.

"Should I broadcast or narrowcast?"

"Should I use a push message or a pull message?"

Media decisions cause angst in marketing leaders. But media choices have less to do with an effective campaign than the content of the message.

I've seen weeks and months spent debating the proper media selection and only minutes spent in the development of a compelling message.

If you work with an advertising provider, call on them to help you develop a powerful message.

The words matter more than the medium.

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