chapter 7

Promotion: Trumpet Empathy

Overview

A businessperson asks Aesop to evaluate some silly stuff he wrote to ­promote his business. “I think you are quite right to praise yourself. You will never find anyone to do it for you.”

Aesop conveys that an egotistical businessperson is his own trumpeter. Most prospects ignore such hyperbole because they seek benefits from a business, not egotism.

Effective promotions are empathetic with key customers and prospects. Promotions should provide the information they need and convey this information when, where, and how they need it. Let us learn how to create empathetic promotions for the target market of the business.

Vignettes

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