The owner of a flower shop told me:
"Give me two weeks of radio ads for free; and if I get enough business to get my money back then I'll pay you for those commercials."
So I told him:
"Deliver free flowers to my wife and if I get the response I want, then I'll pay you for them tomorrow."
He instantly saw the insanity of his request.
Because though the flowers are the media for my own personal campaign, it is still only I who can determine the response in my marketplace. In other words the flower shop's not responsible for my wife's reaction to my sending her flowers.
And neither will my station be accountable for whether his revenues increase from his ad campaign.
Flowers and radio are platforms for the potential of success.
And when they're done right both flowers and radio are powerful investments in the future.
Read About Joshua A. Stevens
