Any one who has ever been to a magic show knows that magic is
all tricks, not reality. It is simple entertainment with no
lasting value.

Marketers however, new and old alike, are infatuated with the
idea that there are magic tricks to make marketing campaigns
work. This is the problem, magicians get paid before the show
starts, marketers get paid when it's over. The marketers job
is to change some ones thinking and persuade them to have a
certain point of view. The magicians job is to trick your
senses into believing something occurred. You can not create
customers by tricking them and then asking for money. You
create customers by offering real solutions to problems that
the customer will understand and then asking them to buy the
solution. If you do the latter you will also create customers
who market for you. If you operate as a magician you will
create enemies who tell everyone not to do business with you
because your delivery is not what it seems.

Don't subscribe to the myth. Real marketing requires honesty,
not magic tricks.


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