I’ve never seen a business fail due to “reaching the wrong people.” So why does every business owner instinctively believe that “reaching the right people” is the key to successful advertising?

Who, exactly, do you not want to know about you? Who isn’t qualified to repeat the good things they’ve heard about you? And when is the best time to advertise?

Solomon wrote about these things in the 11th chapter of Ecclesiastes:

“If you wait for perfect weather, you will never plant your seeds. If you are afraid that every cloud will bring rain, you will never harvest your crops… So begin planting early in the morning, and don’t stop working until evening. You don’t know what might make you rich. Maybe everything you do will be successful.”

Advertising is a seed that grows in the soil of the customer’s heart. If you will allow this metaphor, it would appear that Solomon advises, “Don’t overthink it. Just tell your story every day in every circumstance. You never know who might be listening.”

from The Wizard of Ads

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