30 seconds with Sinkers #1

Peter Sinclair - ARN

Peter Sinclair is the ARN Sydney Creative Director, 21 years Industry experience, over 70 National and International Radio Awards.

30 seconds with Sinkers #1

Here’s a thought to strike fear into the hearts of all Radio Account Managers…

If a business wishes to grow, advertising is not the answer.

It’s the question.

And the question the business needs to ask is “What unique and compelling benefit can I offer customers that will differentiate me from my competition?”

If the business can answer that question, then they have something worth advertising.

Otherwise, they’re advertising for advertising’s sake – what I call the “Field of Dreams” approach to advertising – “If I run it, they will come”.

Chances are customers won’t.

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