Traditional advertising methods have presented us with many efficiency challenges and led to a host of sayings and clichés. No doubt you’ve heard of the expression “we know that half our advertising works, but we don’t know which half” or “we know it costs at least twice as much to attract new customers as it does to retain the ones we already have”. As a twenty-year advertising veteran, it’s hard for me to say this, but traditional advertising is inefficient, expensive and obtrusive, yet necessary to build brand and drive traffic to your website.

There has to be a better way.

Instead of pushing your messages onto already-annoyed consumers, wouldn’t it be better to have business come to you? Earn people’s interest instead of buying it. Be generous with your information, build genuine relationships and use data monitoring to listen to what they respond to. Be sure to install a robust CRM system to help your sales staff nurture prospects until they’re ready to buy.