Are You Right?

Advertising and marketing works best when you reach the right person, at the right time, with the right message, in the right context.

If your business can hone in on these nuances better each time a campaign is initiated then your success rate will incrementally improve.

The right person - Have you looked at your current database lately? Has your customer profile changed from its original intent?

The right time - Are your customers in the middle of their "season"? Will your message be pushed aside since they're so busy now? Do you know when they put together their advertising budgets?

The right message - What do your customers value the most - price, quality, speed, service, etc.? Are you still pushing old technology, inefficient processes, or lackluster services?

The right context - Are you too pushy? Should you be educating the customer before the hard sell? Can a referral make the sale better than you could yourself?

Take a little bit of time this weekend to mull over the above questions. As Billy Joel once said, "You may be right, I maybe crazy."