The Unremarkable Tax

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“Advertising is a tax we pay for not being remarkable.”

          –     Roy H. Williams, The Wizard of Ads (b.1958), in the November 18th Monday Morning Memo

I quote Roy Williams and Seth Godin so much that I’m not even going to link them this morning.  If you want to know more about them and my history with them, just shoot me a comment below.  In the meantime, use The Google™ and lookup Roy and Seth.  Tell ’em I say “Hey!”

“Is it really a cost, or is it an investment?”  I had a boss once who trained us to ask that question, with a straight face and a relatively condescending voice, as if a business owner had never considered that question.  Honestly!  How do you spell “schmaltzy?”  (Oh, I just did…?  Never mind…)

Here’s the deal. If it ain’t remarkable, it’s an expense.  A cost.  Blown money, or at least under-utilized money.

If it’s remarkable though, that noise you hear inside your head is the figurative jingle-jangle of that figurative little bell over the door of your “store” and the cash register cha-chinging out bidness.

No one likes taxes.  Put enough time into your message to make it remarkable — and it will never remotely be like paying a tax.


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