Seth Godin On 5 Common Cliches…

Seth is spot on…

My favourite: Half my advertising works, I just don’t know which half.
Actually, it’s closer to 1% of your advertising that works, at the
most. Your billboard reaches 100,000 people and if you’re lucky, it
gets you a hundred customers…

One of my former clients was a Top 10 Advertising agency. Working with them I learned about what works and doesn’t…. and I became very aware of bill board advertising.

Most is crap!