I know that almost everyone will agree with these words because what I am about to describe has been seen by nearly everyone. The trouble is most of us fail to see it in ourselves. To a person we see when others make fatal errors of omission but choose to believe we are practicing caution by not moving too quickly.

It is a documented fact that a way to get rich is to buy low and sell high. This is the basis for being a retailer. If there is anyone who can show me how to get rich from buying high and selling low (the bigger truck theory), I am will listen but I am not willing to indulge.

So we agree that buying low is the first step, right? Then why…., why is it when we can buy low, we don’t do it? Is there ever going to be a better time to buy market share for your business? Right now, a majority of retailers are taking the “wait & see,” strategy of doing nothing creating a great opportunity to lure customers away from your competitor.

Answer the following two questions: 1) when will there be less competition going after the available customers? 2) If you are not going to aggressively promote and build your business today, who is going to do it and when? Yet, some of you will think this advice is so I can increase my business

You see we all practice the “herd mentality.” It is more comfortable to do what others are doing even if it is nothing so we can share the familiar complaints about our lack of results. We are following the herd wherever it goes. And right now in a soft economy that is edged with fear nobody is courageous about moving forward. Everyone is following someone who is following someone who is following someone and nobody is leading or moving forward. Doing nothing perpetuates the status quo, we wait and see.

History tells us that in every economic turn-down over the last 100 years, those companies who aggressively endeavored to build market share during the slow-down emerged stronger as the economy eventually improved. And intellectually we all know that strategy makes sense. But why do we cling to the mediocre that feels so familiar rather risk for the success about which we dream?

On a personal note, how many of you are investing less in the stock market right now? Again, I ask you, are you ever going to find a better time to buy low? Are you going to wait until the prices return to their high levels of a few years ago before you buy again? The “herd” is waiting to see what happens. Unfortunately, after it happens, it is too late to make much money.

“Buy fear and sell greed” is the motto of Warren Buffet. He certainly has a reputation for making money and if I were to totally surrender to another person’s strategy it would be his. Actually, I have done so to a certain degree and it was one of the most fearful decisions of my life. As the stock market bottomed out I dramatically increased my investing as much as I could and bought low for nearly a year. I now need to sell high and we’ll see how that works out in the future. I know I did the right thing because the majority (the herd selling from fear) is who I bought from.

What about you? Are you buying low? Are you investing in your market share today when customer loyalty is at such a low level? Are you investing to be one of the stronger businesses that emerge from this slow economy? Ball State Professor Michael Hicks spoke at this week’s Chamber of Commerce Luncheon. I cannot remember his exact words but his message was unmistakably clear: “this slow economy will eventually end and when it does there will be a period of growth when a lot of money will be made.” Are you preparing for that now or are you going to “wait & see?”

Advertising is a science but most of us must practice it as an art. You see, the result of advertising is absolutely predictable when you take into consideration all and I do mean all of the factors affecting the outcome. The result of advertising is an equation where every factor, weighted according to its actual influence perfectly affects the outcome to a certainty. The trouble is in the unbelievable number of factors that actually influence advertising outcomes.

People who take into consideration maybe three to seven factors have winning advertising strategies more than losing ones strategies. Those who consider a dozen or so factors, win even more of the time. But is becomes tedious and even self-limiting to begin to gauge everything that can impact the outcome of advertising. As an artist uses intuition in the artistic process, so must a good advertiser in interpreting what may and may not create the desired outcome from an advertising campaign.

Timing, competitive factors, weather, the economy, product/service characteristics and limitations are the most popular things that a majority of us consider. Psychological needs, alternative motivations, least objectionable offers and fear of loss are very few of the other things that can affect a buyer’s decisions.

Naturally, the extent of this conversation could get very deep and detailed. But the purpose of bringing it up is to make you aware that there is more to advertising than asking yourself if you like your advertising idea. The more common sense thought you put into what you are trying to accomplish, the better are your odds of getting what you want.

Time invested into figuring out how best to get the result you wish even if you make a poor decision is much better than not trying at all. You see there are three levels of effort. The first two will with common sense and persistence eventually yield success. The third never will. The three levels of effort are winning, losing and not trying.

Economic times like we are experiencing today require that we all be good marketers for our companies and sell our products in every way possible. Marketing isn’t always about the obvious. It may be taking a current event and creating an entirely new market. Gillette did so at the end of World War I.

Prior to 1910, the Gillette Razor Company had cornered the American shaving market with little room to grow their business. Gillette was even chosen to go to war with American soldiers in the big one. During the height of World War I from 1914 through 1918, Gillette saw an opportunity as thousands of America GI’s were in Europe and specifically France. American women were jealous of the stories they heard about the romantic French women. Fueled by the song “How you gonna keep ‘em down on the farm, once they’ve seen Paree,” Gillette ran an advertising campaign targeting these American women waiting for their soldiers to return from war. The message suggested that shaving their underarms and shaving their legs would make them more alluring for their returning sweethearts. Within a matter of a decade, Gillette had nearly doubled its sales and tied up this new market of selling razor blades to women, by creating a demand that previously didn’t exist.

Few of us understand the power of our own words. They can inspire, depress or ignite action in those who receive them. Most of us talk as if the words we say are of little consequence. But rarely is that the case. The words we use create a world of images that represent what we, in our mind’s eye see and experience. Words are how we communicate those events and feelings to others who in many instances have yet witness those experiences.

Words can create a future that is yet to exist. As we speak about something that has never happened it materializes in front of us and others as a possible or potential future. We guide our lives and those of our loved ones by our words and the thoughts they convey. We should choose them wisely, because more than happenstance they determine our future. Much of what appears in front of us is a consequence of our words and those of others.

Here is a case study:

In 1961 the world didn’t know what a calculator was, nor had it seen a circuit board, computers (the few that existed) filled a room with their size and were run by a 10 inch stack of cards over a 24 hour period to achieve complex tasks such as alphabetizing a list of 10,000 names. In 1961 televisions were just being manufactured to deliver a color picture, and nobody had an idea of what “Tang” was. On a day in May of 1961, President John F. Kennedy gave a speech to a joint session of congress and among others, he spoke these words.

“First, I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth. No single space project in this period will be more impressive to mankind or more important for the long-range exploration of space; and none will be so difficult or expensive to accomplish. We propose to accelerate the development of the appropriate lunar space craft. We propose to develop alternate liquid and solid fuel boosters, much larger than any now being developed, until certain which is superior. We propose additional funds for other engine development and for unmanned explorations–explorations which are particularly important for one purpose which this nation will never overlook: the survival of the man who first makes this daring flight. But in a very real sense, it will not be one man going to the moon–if we make this judgment affirmatively; it will be an entire nation. For all of us must work to put him there.”

This speech inspired a nation to create the technology that supported every aspect of this future that president John Kennedy created with his words. On May 25, 1961, no technology was in existence that made Kennedy’s vision even remotely possible. Did he have the ability to do it himself? No. Did he have the power to manage it as a project? Not really. But he did have the vision the guided his words. A vision recreated by his words that inspired in a matter of 8 years and 56 days, thousands, no hundreds of thousands of non-related businesses and individuals to create all the facets of technology that came together and allowed Neil Armstrong to say (as well as be seen on a remote television camera from the Moon) his famous words of, “That’s one small step for man, One giant leap for mankind.”

Can we use our words to create a future we desire? Can we inspire others to reach a common goal that serves us all? The next time you are tempted to “just talk,” take a moment and think about the future your words are creating? At the very least use your words to say something worth saying.

I find it hard to accept gifts from others. I do love to be remembered and honored by friends, relatives and associates with gifts, but like so many others I always say something like “You shouldn’t have…,” or “You didn’t have to do that…,” Inside, I would have felt a little less important to those who had forgotten to give me a gift. Why can’t we all be honest about those emotions? A more gracious manner to receive is to say, “Thank you. I really appreciate you remembering me.” It’s honest and you give the your benefactor what they want, the acknowledgement of their gesture with your appreciation

With Christmas just a week away, I’d like to remind everyone that when receiving a gift you can give something much more meaningful. Receive your gift by looking the person in the eye and genuinely expressing your gratitude. I personally like to add a hug, because I find the act of touching someone in appreciation magnifies the emotion. It goes without saying that your response should be appropriate and from the heart.

People don’t give us gifts because we need another tie, pair of socks or an extra coffee cup. They give us gifts because they want us to know they care about us. The honesty and honor of returning that care with a gesture of genuine gratitude is a dividend beyond anything you can possibly give in return. Human contact and attention affect each of us on our most base level. It is as important to us as the “meaning of life.” Some may say that it is the meaning of life. So share yourself and your feelings this holiday season. For what you have to share is why others give you gifts.

Have a Merry Christmas.

Yesterday I was downtown speaking with a couple of retailers on Meridian Street when one of them said, “Nobody wants to come into our business.” That struck me as not only totally false, but misguided enough that it is worth discussing. I told the retailer that I did not believe his perception to be the case.

I wake up each morning at 6:15 am to my alarm clock. I grab a cup of coffee on my way from my warm bed to my desk and computer where I write an email to a friend in another city who is an alcoholic. I know the he too is at his computer because he is getting ready to attend his daily AA meeting in 45 minutes. By mutual agreement we share an email list each weekday morning of ten things in our lives for which we are genuinely grateful.

After sending my email, I refill my coffee and sit in “my” chair to listen to the morning news as I gently allow my brain to gently reboot for the coming day. My wife showers and gets dressed for work while I am doing this giving me some solitude and time to reflect on the important things in life before I am hit with the rush of urgent daily activities. Most mornings I pass my wife exiting our bedroom, freshly dressed and on her way to her work. It is my turn to shower dress and get on with my day.

This is my morning each weekday. Depending upon the minute, I can pretty much describe what I would be doing between 6:15 AM and 8:07 AM when I sit down to my desk at work. And if you thought about it, most of you could outline your ritual much the same way. All of us are creatures of habit. Routines not only let us to feel comfortable, they make us predictable and allow us to move in our world for long periods without thinking about what is next.

My friend the retailer did not realize that everyone is driven by their habits and routines. It is up to him (and you) to use marketing, advertising or whatever to jolt us out of those routines to visit his business. It is arrogant to believe we even think about wanting to visit or not visit a certain business. We just don’t think about it. Left our own devices, most of us would live our very routine lives, only experiencing new things when our friends cajole us into trying something different. Like a good friend, good advertising suggests that we try someplace new, invites us to stop being on automatic pilot and do something intentional. Often we do and are delighted with the outcome.

So the next time you begin to think, “They don’t want to do business with me.” Stop and remember that “they” are creatures of habit. It is up to you to give them a reason to break their habit of not visiting you. It is not realistic to believe they will search you out. Life doesn’t work that way. Once you understand the true dynamics, you have the power to change it. Or accept the fact that they are not visiting your business because you didn’t invite them.

You have a great product. You want to let everyone know about the product so they will beat a path to your door. How do you do it? This question must be asked thousands of times every day in the minds of business owners that produce products. What is it that makes some advertising work and other advertising not work?

That’s a big question. It is often much easier to find what doesn’t work then it is to isolate what does.

Effective advertising is a combination of several factors. The measurements of reach, frequency and targeting the audience are critical. Then there is the combination of the message and the medium. Timing is important. And finally is the consideration of cost.

Let’s get one thing out of the way right now. Money spent on advertising is only a cost when the advertising does not work. When advertising works the financial input must be seen as an investment. It is an investment because there is a return of positive sales revenue associated with the dollars spent. If you consider expenditures on advertising as a cost or as an expense change your thinking. Start viewing them as an investment. Once you do, your focus will shift to creating a positive return on your investment, rather than trying to reduce the expenditure. Reducing your budget will never grow your business. No company ever cut their way to prosperity. By shifting your focus to increasing your return on advertising investment, you stand a much better chance of growing your business.

If buyers of advertising, and those selling it as well, spent as much effort focused on creating a return as they currently spend on reducing costs, advertising would have a much better reputation. This is because more people would learn the mechanics of advertising, rather than relying on the mechanics of budgeting.

Here is one last word about cost. If you spend $1 and do not get the results you expect, it cost too much. But if you spend $10,000 and get what you expect, not only was your advertising a bargain, but you have put yourself in a position to make your company grow. Make sure that your goals and expectations are in balance with the money you are willing to invest. Nothing in the world is really free, nor are there many true bargains. When you end up spending less than you expect, you are probably going to get less than you expect.

But back to the question: what makes advertising work? Of all the factors listed above would suggest frequency as the most critical element in the mix. Yes, you must reach a sufficient number of the right people, and the message needs to be compelling. Of course the timing must be right. But in today world people are so busy, they cannot consume everything that they see or hear just once.

In order to break through the clutter of the thousands of advertising messages each individual is subjected to, you must touch each person several times with the same message. Frequency is the most efficient way to make your advertising work.

National advertising studies show that the repetition or frequency of an advertising message adds exponentially to its effectiveness. Here’s a good way to measure adequate frequency: about the time you begin to tire of the advertising message you created, people are actually begin to notice what you are saying. Far too often, companies change their message before their intended audience is fully aware of what is being offered.

It is also good to remember how people learn, since you are essentially teaching potential customers about your company. People learn sequentially, from the most basic steps to the more complicated. Put another way, you must learn your A-B-Cs before you can spell and you must learn to spell before writing sentences.

Good advertising allows the potential consumer to learn about your business. Your advertisements are the method you use to teach them. The better you perform in teaching your new consumers, the better results your advertising message will generate.

When you put it all together, your message must tell who you are, what you do, why the reader should own your product, and then ask the reader to buy your product. Of course, in all of this, you must teach your potential customer in the simplest of terms. And like teaching your child the A-B-Cs, you must repeat it over and over until they know it.

Each of us, if asked could easily teach a youngster how to count to ten, or learn the A-B-Cs or tie a shoe. It’s a matter of breaking down the big picture into small easily remembered bits of information to be remembered and then repeating it until it is remembered. Why do most of us fail to realize how valuable this can be in growing our customer base?

We know are successful advertisers are always cognizant that they are teaching new customers about their product. Each of their ads builds upon the last one. The really great advertisers are also relentless in using frequency to make sure they get as many of their potential customers to memorize their message as possible.

News reporting the end of the Great Recession has been circulating the last couple of days. Economists are nearly unanimous in their agreement that we are in the recovery phase. Of course they qualify it by stating the unemployment remain spotty and jobs will remain a challenge for another eighteen months.

But the economy seems to be reflective more of a universal mindset than anything else. Unless we believe it is over, the fat lady still is yet to sing. What is necessary is for many to return somewhat to their spending habits of the past. Retailers must, with wisdom of curse, rebuild inventory levels. This will give an outward appearance of abundance that will go some way to restore confidence in the consumer. It will also reduce wholesale inventories causing the great manufacturing machine to slowly begin churning again. Once every sector breaks the current stand-still, recovery like a giant locomotive will lurch forward with a momentum that has a chance to continue.

All of it depends on businesses getting back to buying merchandise and aggressively selling. If we continue the start – stop two step spawned by uncertainty, we’ll be right back here again.

So here’s to the good news becoming infectious and driving things forward on a consistent basis. Sure things will be different. But they always are. After all we are just a little bit smarter and a little more cautious.