When I was growing up, an ad campaign started for a sunglasses company called Le Specs. The advertising talked about how these sunglasses were indestructible. Soon after the campaign launched, I saw a comedian do a stand up routine and he showed that standing on Le Specs, sitting on them and bashing them about will break the glasses. It was funny – I suppose you had to be there.
In recent times I have seen a lot of marketing about systems that don’t require phone calls, that don’t need prospecting. In fact through these systems – according to their creators – you don’t have to do much at all. I can’t help but think that using these systems, just like bashing Le Specs, you’ll eventually break your business.
There is one thing I know for sure: if it sounds to good to be true, it probably is. Remember, the only free cheese lives in the trap.