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
