Why I hate advertising, or 'The assumption of suckiness'

Now normally I http://audaud.com/wp/2015/09/discount-code-for-united-pharmacy/ hate advertising.

I object to it almost as much as I object to marketing.

“Well, you’re obviously being totally naive”, Said the girl, “When you’ve been in marketing as long as I have, you know that before any new product can be developed it has to be properly researched.

We’ve got to find out what people want from fire, how they relate to it, what sort of image it has for them.”
“Stick it up your nose,” he [Ford] said.

“Which is precisely the sort of thing we need

to know,” insisted the girl. “Do people want fire that can be fitted nasally?”

The Restaurant at the End of the Universe by Douglas Adams, 1980.

The reason why I’ve never advertised my business other than a supposedly mandatory Yellow Pages entry is because unfortunately, most computer companys suck.

Why would other computer companies suckiness stop me from advertising?

Well the difference is one I learned very early on:

  • Anyone who calls you from the Yellow Pages has a well founded distrust of those in ‘I.T.’.
  • Anyone who has called you based on a recommendation from a friend or colleague will trust you as much as they trust the referer.

More often than not a refered client is a client that is prepared to believe you when you try and explain in plain human language what has occured and what their choices are regarding the solution.

They’re even more likely to listen to you when you tell them that yes it is actually time to upgrade their 10 year old computer running Windows 98 rather than them wasting good money on paying someone like us to keep it going just one more year.

Finding a good computer geek is for some people very similar in practice to finding a good mechanic. You have absolutely no idea how your car works and no way of checking their work so when you find a good one, you stick to them.

A trusted mechanic will tell you that replacing the head gasket in your car is going to cost almost as much as the car is worth and  that now would be the time to look for a new one.

That’s someone you go back to. That’s someone you tell ALL your friends about. That’s a mechanic who’s not going to be short of business any time soon.

It’s taken 6 years for me to come to the conclusion though that if you don’t remind folks that you are actually still in business then they may forget to call you at all.

I’ve always tried to equip my clients with the tools and knowledge to do as much of the regular maintenance they can themselves.

These regular updates will be my way of continuing to share knowledge and tools so as to demystify computers and current trends.

I’m aiming at around one post per week and hopefully it will be of some service to you.

Please feel free to leave a comment below. Especially if there’s something you’d like explained.

- Gareth

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