Last year I was contacted by a potential client who does seasonal work. There was a problem, however. He contacted me during his on season. He really wanted a website, but he was too busy to put anything toward it. The season has passed, and now money is tight. So, he wants to wait until he's got some more padding in the bank account. I tried to encourage him to invest in advertising during his off season rather than sitting dormant for half the year. I guess the word advertising turned him off because the response was that, "Word of mouth works just fine." Is there folly in this logic? I think so.
I should be very careful. I don't mean to offend anyone's good intentions, but I feel that I should point out an important distinction: Buzz is not Awareness. There, I said it. This month has some of the worst and most offensive advertising all in the name of Awareness. The majority of the nominal breast cancer awareness ads are little more than cheap excuses to be "risque." Sometimes this is to a pitifully mild degree; other times it is embarrassingly inappropriate. At any rate, awareness (read education) is sacrificed on the altar of buzz (read provocative).
Last week I had the interesting experience of presenting at a global pecha kucha event. The basic concept is to present with 20 slides spending only 20 seconds on each slide. This was very atypical for me. I am more accustomed to filling 45 minutes or so rather than only 6 minutes and 40 seconds. The constraints, as they often do, embolden my creativity and caused me to write and think in new ways. I only had rights to the pictures in like three slides. So, I'm only going to share the spoken portion of that presentation here. I hope you enjoy.