What a joy it is as a marketer to promote a product for which there is an objective, compelling argument… when the numbers simply speak for themselves… when people would have to be crazy not to buy it.

This type of product doesn’t seem terribly common, but my guess is that there are a lot more of them out there than we know.

We’d all like our products or services to fall into this coveted “no brainer” category, and as clever marketers, we do our darndest to build and convey the compelling case for our wares. So often, we make our arguments quantitatively.  After all, who can resist when the numbers speak for themselves?

The problem is that even when they do… often they really don’t.
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You’ve heard the old saying.  “I know half of my marketing budget is wasted.  I just don’t know which half.”

I’ve said it before… I hate that saying. But I guess it wouldn’t still echo in the conversations of marketers if, once upon a time, there weren’t some truth to it.

If a remark like that rolls off your lips these days however, odds are, you’re just too lazy to figure out what’s not working.
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