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We’re going to do a little visualization for a moment.
So let’s say for a moment that you sell sport equipments, and you want to sell even more of them.
So you decide to advertise your in your local newspaper. Your hope, of course, is that there are people who read the newspaper who also buy sport equipments. Well, that’s a pretty safe bet.
Lots of people read the newspaper, and lots of people buy sport equipments.
But, what are the chances that the people who are reading the newspaper are also looking for sport equipments, or even a specific sport equipment, that you are selling?
Advertising has been around a long time, and no matter where you advertise, or what you are advertising, you always face this same problem.
And that problem is that some of your advertising dollar — the majority of it — is wasted on people who don’t see, don’t pay attention to, and don’t care about your ad.
Now, let me ask you do a little more visualization.

Now, the fact is that…
Doesn’t matter.












