“You have plenty of courage, I am sure,” answered Oz. “All you need is confidence in yourself. There is no living thing that is not afraid when it faces danger. The true courage is in facing danger when you are afraid, and that kind of courage you have in plenty.”

  – L. Frank Baum, The Wonderful Wizard of Oz

Have you heard the one about tough times in a small midwestern town?  The streets are empty, very few are working, and everyone is on edge and living on savings and credit.

A very picky tourist traveling through town stops at a bed and breakfast and lays a $100 bill on the desk saying he wants to inspect their rooms to pick one for the night.

As soon as he walks out to check the rooms, the owner of the bed and breakfast grabs the bill and runs next door to buy some groceries. The grocer takes the $100 and runs down the street to purchase more beef and pork from the farmer.

The farmer takes the $100 and heads off to purchase feed from the feed mill, and the guy at the feed mill takes the $100 and purchases more bags from the traveling salesman.

The traveling salesman, as he prepares to head out of town, pays the B&B owner $100 for his room. The owner then places the $100 back on the counter and waits for the unsuspecting tourist.

At that moment, the picky tourist comes down the stairs, states that the rooms are not satisfactory, picks up his $100 bill and leaves.

Several merchants are much happier, each selling something, and they all look to the future with a lot more optimism.

And that, ladies and gentlemen, is how a stimulus package works!

Our hope is that the stimulus package received by most Americans has this same effect on your business.

As commerce reopens and consumers start to decide where to spend their money, advertising will play a more important role than ever. Your prospects are exposed to over 5,000 advertising messages a day, including signage, packaging, media, and more. That number will not change. Capturing the attention of the listener, viewer, or reader is the first step in creating successful ads.

Advertising correctly in normal times takes courage. In our current situation, let’s be honest, it’s going to take extra courage to start advertising again. However, those that find that courage stand to be rewarded. Are you willing to advertise courageously?

If you would like to see our FREE 9 Tips to Courageous Advertisingclick here.

It’ll Take Courage
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