…This is fine for the ad agencies and creative professionals who get paid to “create” but not so good for the paying customer who receives a disappointing consumer response in exchange for their valuable – and limited – advertising dollars. It’s also fine for Coke, Nike, Budweiser and so on because the big dollar outlay on repetitive advertising is almost exclusively geared to brand promotion and almost never an immediate call to action.

For small business it’s a mistake to follow this type of strategy. Some marketing experts suggest that as consumers, we are presented with over three thousand advertising messages in a typical day. Billboards, T.V. commercials, radio commercials, email marketing, banner ads, pop-ups, pop-unders, direct response mail at home and at work (aka junk mail), telemarketing, fax broadcasts – you get the idea. To break through and capture the attention of your target audience, your advertising message needs to interrupt and then it must engage the attention of your qualified prospects so that they’ll continue to search for more information…