Open Loop

Is it the message or the medium?

Jan. 1, 2020

Is It the Medium or the Message?

Many shop owners agonize over the best way to bring business to their shops: yellow pages, direct mail, newspaper, coupon book or newsletter? Heaven knows, a ton of money can be mowed through in a short period of time seeking the answer.

At best, we may get some good short-term business. At worst, we may draw in a whole bunch of undesirables that make us wish we could just take a job selling shoes.

Perhaps we focus too much on which medium we are going to use, when in reality, we should concentrate on the message itself. Case in point

About the Author

George Witt

George Witt has been in the automotive business for more than 30 years. He owns and manages a successful auto service shop in Lincoln, Neb., is an ASE Certified Master Technician, L-1 and an accredited AMI instructor who teaches marketing and service advisor classes.