You watch as the powerful stonecutter raises his hammer to hit the huge stone. He hits it hard, again and again. On the third blow, the stone splits in two and the magnificent statue inside is revealed. Think that means it took three blows of the hammer to do the big job?
You know it didn’t. It took 500 and maybe 5,000 blows. That final blow wasn’t crucial all by itself, but only as one of many blows that combined to achieve the stonecutter’s goal. To a clueless neophyte observing, it took only three blows. But you, the stonecutter and me know the real truth.
The real truth is that marketing is a whole lot like stonecutting. Your dynamite website might not do the job. Your aggressive mailings might fall short as well. But your...
You must be a member of Guerrilla Marketing Online to access the full article. If you are already a member, please sign in below. If you are not a member, join now.
Forgot your username and/or password? Click here.
*Please note that if you have cookies support turned off in your browser, you will be prompted to login each time you attempt to access a members-only feature or page.
