I thought I would write something very quickly about a trend I see in Search Engine Marketing. I don’t know how message to market gets missed, even by seasoned pros, but I notice that style over substance is beginning to rear it’s ugly head once again.

Never make the mistake of assuming that because something looks good, it is good. Especially in the marketing world. We’re constantly bombarded by highly stylized marketing messages. Most of what they’re selling is image, not functionality or results. As a marketer, you need to be concerned not only about the message you’re sending, but also about the results you’re promoting.

In fact, this is what the recent FTC kerfuffle is all about. They’ve decided to ensure that marketing doesn’t get in the way of real-world results. As for me, I think that’s a good thing. Why? Because once you master the psychology of selling, you wield a very powerful weapon. Abusing it is just bad business and, by the way, against the law!

Later!
Aidan K

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