What we’re up against

'crowded marketplace' photo (c) 2006, James Creegan - license: http://creativecommons.org/licenses/by/2.0/
Today’s marketplace could be compared to history’s largest open market. Millions of people mill about, usually undecided about exactly which products or services they want, much less who can give it to them with the right price and features.

The fastest-growing section of this open market would be dedicated to online business. If it were real, mobs of business owners would be lined up, adding a few pages of derivative information to the huge stacks of content piled high on shelves. Someone’s very big job would be to label these shelves with keywords, but even if prospects managed to find a business web site pages in a given stack there’s often nothing to make their pitch (hidden somewhere in a stack) memorable and appealing.

To accomplish that, internet marketing experts (often well-paid) help clients direct traffic to these business owners’ sites, in an attempt to manipulate members of the mob into visiting their clients’ sites. But as quickly as they come up with some new gimmick, brand or widget, many other “experts” are doing the same thing. And consumers keep discovering new ways to make better decisions, at their own pace and to benefit themselves.

The sheer volume, and crackling speed of the process–combined with consumers’ growing preference to work with businesses they know, like and trust—may seem to turn what was once the big new thing into a big stagnant swamp.

Into this confusion steps a local business owner who knows his or her prospects and customers first-hand. The business owner’s assistant is a seasoned professional marketer, with real communication skills and personal interest in the business owner’s success. Together they hand-deliver well designed and written marketing pieces to local residents, one at a time. Each message reflects the business owner’s unique message; and it’s rich with relevance, proof and value.

Consumers will choose between virtual mountains of monochrome online ads and personally appealing, locally produced content. Which do you think they’ll respond to more enthusiastically?

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