Something Worth Finding

Advertising used to be about finding large groups of people congregating and then interrupting them with a message. Kind of like walking into the mall with a megaphone or the town crier standing on a box on Main Street. Many businesses still approach it that way and wonder why their ROI is dwindling. Things have changed.

From this point forward stop thinking about finding your customers and start thinking about making something worth finding. Your customers are already searching for your products. Make sure that your resources are being adequately allocated towards giving them something they will be thrilled with when they find it. Working this way turns your customers into your sales force. Your job is to be sales support. Give them something great to sell and they will not only find new customers for you, they will also do it in ways that are infinitely more efficient than anything you could accomplish with a ‘traditional’ advertising campaign.

Once you wrap your head around this concept it will become mush easier to figure out how to approach ‘new media’ such as blogs, social networks, and online communities. As an added benefit, you’ll also start to see new ways to incorporate traditional media to amplify your efforts.