Stop blaming the messenger!!!

This is a common mistake that I see many business owners make that can cost them a fortune. I am sure that you are familiar with newspaper ads, business cards, flyers, brochures, direct mail letters, the phone, e-mail, posters, post cards, signs, etc. All these things named above are your marketing vehicles. They are your messenger and they deliver your marketing message. The biggest mistake people make is to confuse the vehicle with the message I often hear statements like  "I tried a newspaper ad and it does not work for us" or "Direct mail does not work in my industry". The simple truth is that if the vehicle you choose makes it to your market and your targets fail to respond then it is your message not your vehicle that needs reworking You cannot blame the messenger, you have to look at the message.