Impact is important. But…

Impact is important. But advertisers must think first about whom they’re trying to reach, not how.
Newspaper publisher Joseph Pulitzer once planned to erect a billboard big enough to be seen on Mars. He gave up on the idea only after an assistant asked, “What language shall we print it in?”

This wise and witty observation comes from “The 1996 Funny Business Almanac” by Ed Kittrell.
Even after almost 30 years this observation remains relevant today, not only for advertising but any kind of communications, including sales, marketing and technical presentations.

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