define('DISALLOW_FILE_EDIT', true); define('DISALLOW_FILE_MODS', true);{"id":466,"date":"2026-01-11T14:08:34","date_gmt":"2026-01-11T20:08:34","guid":{"rendered":"http:\/\/billthorn.com\/?p=466"},"modified":"2026-01-11T14:09:56","modified_gmt":"2026-01-11T20:09:56","slug":"what-40-years-in-media-and-communications-has-taught-me","status":"publish","type":"post","link":"https:\/\/billthorn.com\/?p=466","title":{"rendered":"What 40+ Years in Media and Communications Has Taught Me"},"content":{"rendered":"\n

Spend enough time in media and communications and a few truths become impossible to ignore. Trends come and go. What\u2019s \u201chot\u201d 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\u2019s not your staff, your product selection, your parking, or even your price. It\u2019s not whether you use radio, TV, social media, print, posters, or banners towed behind airplanes.

It\u2019s your message.

Here\u2019s the reality: all media works. Radio works. Social works. Newspapers work. TV works – when the message is right. The channel doesn\u2019t 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:
\u00b7       Is this about you or your audience?
\u00b7       What problem are you actually solving for them?
\u00b7       What can you do that others can\u2019t – or won\u2019t?
\u00b7       Does this speak to what truly matters to your target?
\u00b7       Are you using their language, not your own?

People don\u2019t buy because you\u2019re having a sale, opened a new location, or won an award. They buy because something matters to them. Winter tire customers aren\u2019t buying rubber – they\u2019re buying safety for their families. Luxury car buyers aren\u2019t buying transportation – they\u2019re buying identity and perception.

The most effective marketing doesn\u2019t 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.<\/p>\n\n\n\n