mom, like most of us, is only interested in what she's interested in.
Whereas all too many advertisers focus on what they're interested in.
Or they do something
they think is really cool without bothering to check their prospect's
thermometer. One person's cool is another person's "huh?"
We believe your
mom can only be entertained, informed and sold when we understand what
makes her tick, emotionally and rationally. We also know that she's not
in the market for semiconductors or, in all probability, boomboxes. So
we don't waste time, or your money, trying to sell her. Sorry, Mom.
But we do like
to spend your money tracking down your prospects, grabbing them good-humoredly
by the lapels, and saying: This product will make your life better, or
your customer's life better. Check it out.