When I was working for
a quick service restaurant,
the quick service restaurant
received some bad publicity.
This bad publicity went viral.
We braced for
an influx of calls to the 1-800 number,
emails,
other complaints.
VERY few people
contacted us.
We didn’t see any
substantial decrease in sales.
Many people spread
the negative message.
Very few people
actually took action on it.
This is true of many
marketing messages
also.
Many people might see
the message,
might be aware of the deal
you’re offering them.
Very few people
will take advantage
of that offer.
“Some projects suffer
from a lack of awareness.
If only more people knew
about what you were offering,
you’d be fine.
But most projects
don’t have that problem,
not really.
The problem is that
the people who are already
aware of it
don’t take action.”
Consider
working on
how to increase
the number of people/businesses
who take action.
That task is well worth
the resources
you assign to it.