Hey folks, Rich Sadler, chapter director of Glacier County Insider Circle here in North Florida. I want to cover a couple things with you real quick related to most business owners get it backwards. When most business owners set out to do marketing, they oftentimes get it backwards. What I mean by that is they think, oh we need new customers in the door. What are we going to do to get new customers in the door, new clients? So they typically pick media. They go out and think, well let's run and add in the newspaper or let's call the Val Pak lady, she was here last week, or maybe let's go put a billboard up, something like that. But folks that's completely backwards. What you first need to do is think what your message is, your unique selling proposition. We call that a USP. Again, think about what your USP, your unique selling proposition is, and what is it that makes you different than anyone else in your industry. That thing that really sets you apart, you've got to figure that out first. And here's how you do that. You first ask this question, why should I, your ideal prospect, do business with you, versus every other option available to me, including doing nothing? Once you have that, then you need to go to the next step, which is to figure out your market. Who is it you want to attract? Who do you want to pull in with your message with your USP? Once you figure out your market, then you go and pick your media. And typically the media will present itself anyway. In other words, if you're going to go and try to attract 51 year old males, perhaps they drive premium cars, that's their psychographic and demographic, it's going to be easy to find those. Once you have your USP, your unique selling proposition, you know who they are. Now the media will rise to the top. Now you can go do a lot of different things that those type of customers and clients go to anyway. The type of media they read, they see, they engage themselves in. So make sure you go that route and don't go backwards because if you do it backwards, you're just going to be another advertising victim. Rich Sandler here with Glazer-Kendee Inside Our Circle. See you next time.