Advertising works 100% of the time. Not 50% of the time. 100% of the time. Since immersing myself in the advertising universe, I have often heard the statement that “50% of my advertising works.  I’m just not sure what 50% it is.” Like so many clichés and wives tales, these statements get thrown around with such conviction that they actually become “fact”.  We buy the lie. As a child, I was told that swimming right after eating could cause cramps.  So, my sister and I would sit in the sand for 30 minutes…a freaking eternity for a 10 year old…and wait.  Wait for my food to do something mystical that would keep the dreaded cramps at bay…  Less I end up at the bottom of the bay.  It wasn’t true. Cold weather doesn’t cause The Flu.  A virus does.  If you believe any different, then yes, advertising only works 50% of the time. Advertising works 100% of the time.  The unknown is the consumer.  If the person just purchased tires, they don’t need tires now.  If they just purchased a vehicle, then no automotive ad is going to motivate them to buy yours. Marketing requires cultivating, nurturing nudging, and patience.  Tell the consumer why, and wait for when.The person, who did not buy from you today, may have heard, saw, or googled information concerning your business,  if they like what you have to say, if they believe you, and if you can build a connection with them for a product or service they will need, then they’ll be back. NOT advertising works 100% of the time, too; they simply will not think or search for you at all.   ~Mark Storie