Many advertising and marketing concepts can be understood, and then applied, by considering this one word: relevance.
And what a difference relevance can make.
Yet, very often, the advertiser or marketer hasn’t given this concept due consideration.
In your wildest dreams, your audience is anyone who has a head.
But in reality, you throw your money away with such thinking.
Unless maybe you’re selling hairbrushes.
But even then, you’re wasting money showing your advertisement to people who are bald, strongly prefer combs, or don’t care about their appearance.
Let’s look at some specific examples of how the word relevance impacts advertising and marketing. (Many of the examples are specific to self-published books, but the same principle can be generalized to the sale of other kinds of products or services.)
BOOK COVER DESIGN
Can you imagine walking into a covenant to sell a book…
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