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Fishing For Customers - Free Small Business Marketing and Advertising Tools, Tips, Articles, Strategies, and Advice. Fishing For Customers: Coffee With Danny

Monday, February 28, 2005

Coffee With Danny

"It's frustrating,Chuck," said Danny. "My client has been in business for roughly half a century, and does the same thing year after year." Danny Gilbert is a sales representative for his home-town radio station. He's worked there for the last seventeen years.

"What's he do?" I asked.

"Every time his business slows down, he cancels his advertising," Danny told me.

Ah. Good move," I said, sarcastically. "The train isn't moving fast enough, so let's unhook the engine."

Danny looked at me, and said, "It's even worse than that. He's admitting that he really doesn't believe that advertising works. Think about it: here's a man who spends over $100,000 a year to advertise his business, and he doesn't really believe it works."

For the next few minutes Danny and I sat and drank our coffee in silence. There really was nothing more to say.


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