Paul Guillory, founder of Find Your Philosophy, is at heart a writer and storyteller. He also has legal, real estate, military, sales, project management, non-profit, environmental, and general business experience in both the public and private sector.
A little history: In 1833, a 23-year-old millennial-type in New York had an idea: sell newspapers, not for the going rate of six cents, but for one cent. Then, he would sell the attention from his growing readership to advertisers. It worked. Circulation exploded, and the modern newspaper business model was begun.
Fast forward to today. Newspapers are having a hard time. Smaller markets are increasingly less able to sustain them at all. They are losing the battle for attention. Consumer attention is too widely spread over the internet to support the old advertising model. Only a few major outlets (The New York Times and The Wall Street Journal, for example) are even barely able to sustain it.
While this can be frustrating for businesses accustomed to the old way of advertising, it also creates great opportunities for those willing to adapt.
What This Means For Businesses
Every business must now be its own media company. Traditional media companies (newspapers, magazines, etc) manufacture attention to sell that attention to advertisers as ad-space. Businesses, on the other hand, must now manufacture their own attention to guide awareness to their own product or service.
Businesses must now take their message straight to the consumer. The internet has placed greater demands than ever on the quality of marketing, branding, creative content, advertising and, as you know better than anyone, customer service.
The internet now constantly challenges the quality of our communications in your efforts to manufacture the attention your product deserves.
We Are In The Ideas Economy
Branding, or the philosophy behind a product or service, is more important than ever. Leverage the power of ideas to achieve your marketing goals.
A third party consultant is one of the best ways to objectively evaluate and improve your message.