How many of you remember this phrase? It was a frequently repeated yell in the advertising business “back in the day”and is even more critical to understand and pay attention to now.

The marketing world has truly been transformed in the past decade by the growth of internet marketing and its e-commerce business model. These days, the hot topic is social media and when, where and how it can be used to build a business. Such considerations as how direct to be with a selling message on Face Book versus using a soft, friendly communication to strike up a relationship first, occupy much of the business internet conversation. And, appropriately so, as one must learn how to use the new media effectively.

But selecting the right medium to use is a message issue not just a media one. It needs to reflect one’s understanding of the audience being appealed to and their view and feelings about the product or service being offered. In many businesses, a clear, direct selling message is totally appropriate and the potential buyers are open about wanting to know more about the products available to them and their relative benefits. In a new category or one where the prospective user has no experience, a less direct appeal may woo the prospect to your site and be a more effective way for you to communicate successfully. So, the message is that, when considering alternative media to use, one needs to assess the audience being targeted before selecting the medium and to make sure the right type of message will be designed for the medium selected.

In other words, it is still the message first!


About Wilder Baker

Retired advertising agency CEO now active as management consultant with focus on marketing and marketing communications. Work with small companies and business owners to develop their business over the long term. My relationship with clients often evolves into that of trusted personal, as well as business, adviser. I also take short term projects as I can be helpful. I serve on the Board of the American Advertising Federation where I am a past Chairman and am a Trustee of the Hyde Leadership Charter School in New York City.
This entry was posted in Uncategorized. Bookmark the permalink.

2 Responses to IT’S THE MESSAGE, STUPID!

  1. Deirdre Silberstein says:


    I’m hearing more and more the phrase ‘content is the new marketing.’ While there are so many new outlets for content, there is little effective content (‘messages’ in your terminology). It’s really more useful in marketing to develop appropriate, pertinent, and purposeful content than to simply use the tools.

  2. WDB says:

    Agreed while still recognizing we need the tools to disseminate the content to the right audiences!
    Thanks for your note.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s