Spend enough time in media and communications and a few truths become impossible to ignore. Trends come and go. What’s “hot” today is forgotten tomorrow. Everyone has an opinion about what gets attention.
But after more than four decades in this business, one thing consistently separates success from noise – and it’s not your staff, your product selection, your parking, or even your price. It’s not whether you use radio, TV, social media, print, posters, or banners towed behind airplanes.

It’s your message.

Here’s the reality: all media works. Radio works. Social works. Newspapers work. TV works – when the message is right. The channel doesn’t fail the business; weak messaging does.

Yes, catchy jingles, clever copy, and great creative help. But strong results come from answering a few fundamental questions before you spend a dollar:
·       Is this about you or your audience?
·       What problem are you actually solving for them?
·       What can you do that others can’t – or won’t?
·       Does this speak to what truly matters to your target?
·       Are you using their language, not your own?

People don’t buy because you’re having a sale, opened a new location, or won an award. They buy because something matters to them. Winter tire customers aren’t buying rubber – they’re buying safety for their families. Luxury car buyers aren’t buying transportation – they’re buying identity and perception.

The most effective marketing doesn’t shout features. It solves problems, reflects real human motivations, and communicates with clarity and purpose.

Do that well – and then deliver on the promise – and the media choice becomes the easy part.