From the Desk of John Kumpunen

Marketing in a world of excess

Do we really need 437 different mp3 players … or 20,000 brands of beer? We’re now in a crisis of overproduction. Too many products competing for consumer attention. What does that mean to a small business owner trying to make a living selling stuff to people?

    Assume that they don’t need it.
    Assume they don’t even want it.
    Assume they don’t like your Sales&Marketing.
    Assume they have 100 other better MoneyHoles.
    Assume they have already met the Salesman in white shoes.
    Assume they like a TV commercial if it’s funny but will not remember the product.
    Assume they spend a fleeting second scanning newspaper ads.
    Assume they don’t Trust you.
    Assume they may never even learn to Like you.
    Assume they may not even have the money for it.
    Now, how are you going to pull off your AIDA? Attention, Interest, Desire, Action.

It will take new type of marketing thinking.

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