Small businesses invest too much money and too little time in their advertising/messaging efforts. The spray-and-pray sales method doesn’t work. Everyday consumers are bombarded with thousands of ads from multiple streams of media i.e. blogs, social media sites, apps, radio, direct mail, etc. and as a result businesses are competition for the consumers’ time and attention (as well as their money). So it is imperative that businesses not only create a well-crafted message that tells a story, but the story needs to reach its target audience not once, not twice, not even three times. It needs to connect and activate your audience at least seven times, otherwise you're wasting your money.
Read more at Open Forum.