You’re looking at a small business tragedy.
It’s the product of a fine businessperson who doesn’t take the time to learn how to create the communication (advertising) that sells the products that fill their shelves.
It’s like he says, “OK world… we bought a bunch of stuff! Come and pay us money for it because we’re now in business!”
Ugh. It doesn’t work that way!
Seems to me, if you’re going to go through all the trouble to open a shop somewhere, you’d spend some time to study advertising, no?
Hey, I know how it is. Those good people are so damned busy trying to sell their stuff that they don’t have any time to learn how to sell their stuff.
Talk about a vicious circle! You simply MUST find the time! I don’t care if you read just 1 page every night from a great book on advertising. You could even take the weekends off!
Otherwise? You’re doomed to create ads like this one I cut out of a local paper. God only knows how many hundreds of dollars they spent.
Sure, it made the ad rep happy–CA-CHING! But I can guarantee you it produced a giant FLUSHING sound in the marketplace.
Read it and weep.
And then commit yourself to at least 1 page a night.