David Ogilvy, in his seminal book, Ogilvy on Advertising, suggested that the more awards you saw in a prospective advertising agency’s lobby or reception area, the further away you should stay from them.
I know what he means…
Yesterday, I ran quickly through the story of how one national pro-life organization trains sales professionals at PHCs to answer the question, “Do you provide abortions?” with the immediate response, “No. We neither perform, nor refer for, abortions.”
I experienced that “training” four years ago, and I am sorry to say that the same organization continues to train PHCs to answer the question that way…
In business,”If you build it, they will come,” is not a good marketing strategy.
You have to tell people what you built, what problem it will solve for them, and then invite them to take action…
