4_Points.html

The Job Of Advertising Is No Longer To Sell. 

                  It Is To Help People Buy

R E D    B A L L    T I G E RBeliefs.html

Semantics?  Hardly.


Advertising today is viewed as little more than the advertiser’s ‘opinion’.

Just one of many ‘opinions’ about your product that are readily available to the consumer.


So what does this all mean?

Simply that your $60M advertising campaign can be instantly neutralized by

a dissatisfied customer’s opinion in Flint, Michigan.


Look at it this way.

People don’t like to be sold. But, people do like to buy.


Instead of looking at people as consumers,

look at them as partners in purchase.


And if you want to sell more,

sell less.