People are funny. We’re finicky. We’re cynical. We’re skeptical. We want what we want when we want it. We want it cheap. We want it fast. And forget delayed gratification. Whose idea was that, anyway? This is the age of now or just-in-time.
In an age when everyone is touting transparency and authenticity (and why shouldn’t we?), Pfizer has chosen to mislead the public by hiring a advertising pitchman who isn’t exactly who he appears to be. It’s a grave mistake. Why? Because people don’t like to be duped. I don’t. Do you?
There is an irony to this month’s part of our formula. Timing is arguably the most important aspect of the right formula for marketing success, and yet, it is often the most overlooked and the least understood.
Experience tells me that most entrepreneurs simply don’t see marketing as a line item that needs to be taken as seriously as, say, their annual equipment or supply budget, and that’s a mistake. In over 20 years of working in this industry, I’ve confirmed that most entrepreneurs see marketing as an afterthought or a “necessary evil.”
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