Some things never change

I’ve heard it said that the old forms of advertising — TV, newspaper, radio — are dead. They supposedly don’t work in today’s modern era of relationship-based commerce. Of course, I read that on a web-site or blog that runs ads. Hmm.

The truth is that all commerce is relationship-based, and always has been. You do business with those you know or at least know about. Advertising is simply an invitation to engage in commerce. It’s an invitation to get to know the customer within the context of doing business together.

Some businesses recognize this and it shows in their advertising. Others see advertising as a form of manipulation to extract something they want from someone else. That comes across as well, and it usually isn’t confined to their advertising or marketing.

How do you view your customers?

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