Have you seen the commercial with the offer that is good only for the first 100 callers in the area? Yes, that one! The one that has been playing for months on end and displays a counter of the calls coming in.

This is what is called product-focused one-way spin. It is intended to interrupt what you are doing with a loud advertisement and spin a one-way message about a product. The idea is simple: to get you to pay attention.

This is one example of advertising that doesn’t work. It has lost its credibility. We don’t believe it; therefore, we ignore it.

Today the playing field is level for those who want to compete. It is done with “new marketing” or better, “permission marketing.” Permission marketing easily wins because it is focused on interaction, information, education, and choice. No longer is it a one-way interruption. Permission marketing is about delivering your message to the right person, at the right time, and with the right message. You get that right, and you win.