Are you troubled by ignorance, scepticism, apathy and inertia?
You should be; these are the four horsemen of every marketer’s working life. Whenever we want someone to buy something, or do anything, each one of these foes must be dealt with in turn. That’s how the journey goes – the customers have to know what the message is, believe it and care enough about it before they ultimately on it – with that last step being the most important of all. If our work doesn’t end in measurable behaviour we’re not really marketing, we’re just paying to talk at people.