marketing. That Marketing Media Method Doesn't Work One of the most common things marketing experts hear from small business owners is... "Direct mail doesn't work in our industry." "Customers never respond to newspaper advertising." "Internet marketing is a waste of time and money for us." And many more similar comments. The marketing media is tried once or twice and then condemned. It's an easy way to think and I hate to admit it but if someone was able to replay my life, I probably made very similar comments... even when I know better. The truth is the media is passive. It's job is to get the right marketing message in front of the right target audience. If either of those is wrong, marketing doesn't work or at best, its results are modest. The good news is that changing the message, if that's the weak element or changing the marketing media to target the most likely customers can lead to big improvements.