I make the distinction between (what I call):

"If-you-need-it-you-need-it-if-you-don't-you-don't" types of biz's

vs.

"NON-if-you-need-it-you-need-it-if-you-don't-you-don't" types of biz's

If a biz is in the former category (like a towing company), intrusive advertising probably won't help.

If a biz is in the latter category, intrusive advertising probably WILL help (a lot!).

(hint: if there are many, many full-page ads in the yellow pages for a particular biz type, it's probably in the 1st category)

Problem is, many biz owners THINK they're in the 1st category, when they are really in the second.

Problem is made worse because most biz owners think like marketEEs -- believing the falsehood: The initial spark that leads to the vast majority of transactions emanates from the marketEE (not the marketER) -- This misguided belief is usually exemplified by this declaration...

"BACK OFF marketers! If *I* want to buy something, *I* will go out, and *I* will find it (myself)!! Your attempts to intrusively advertise to/AT me, have NO EFFECT on my buying decision(s)!! I will behave in EXACTLY the same way, with or WITHOUT your intrusive advertising!!"

Those statements are absolute nonsense -- and successful marketERs understand they are nonsense.

-- TW