In any situation we can be the maker or the taker. We can accept what is or we can create what will be. In the marketing world, it’s easy to just put your message out there and wait for people to hear it. But nothing (NOTHING) happens in business until someone makes a sale. I’m not talking about a financial sale necessarily. But in order for a human being to take action the benefit must outweight the cost. The promise of your branding must stir a need within the consumer. The topic of your headline must peak an interest in your reader. An object (or mind) at rest will stay at rest unless acted upon by an external force. As marketers, we are that external force, so we cannot afford to be passive. We can’t afford to wait for something to happen because nothing will. Our inaction results in the inaction of the consumer, but, just as importantly, our action results in the action of the consumer. So, are you marketing by waiting or by acting?
