There’s an old saying that  “half of my advertising is working and the other half is a waste, but I don’t know which is which.”

Today, I am going to revisit a series I wrote on buying advertising.

In the rawest sense of what I do for a living, I sell advertising.

I work as a marketing consultant with a huge variety of options that I can sell you directly via WOWO Radio and our parent company Federated Media’s digital division.

But instead of convincing you to buy what I have to sell, I want to help you make wise decisions on spending money on advertising. I may be able to help you directly, or I may refer you to others who have the expertise and resources to take care of you. Over my couple of decades of doing this, I know quite a few trusted folks.

There are also times when I can give you wisdom that I’ve learned from others that won’t cost you a dime.

Too often I have seen businesses sign up to advertise with someone, somewhere, somehow for all the wrong

We need to take a few steps back in the process.


You need to know what you want to accomplish first.

You need to know who you are from 4 different perspectives:

  1. Your insider knowledge of who you are
  2. Your current customers perspective of who you are
  3. Your competitors perception of who you are.
  4. Your best potential customers perception of who you are.

Before you spend any money on advertising or marketing, you need to know where you are now and where you need/want to go.

So start with where you are now by digging into those 4 perspectives as deep as possible.  Want help?  Contact me.