Dave Wirth
We have trained ourselves to see through bad marketing easily. Sometimes I think that "best practice" has been relegated to hoodwinking the customer into buying the product first, and then finding out if it's any good. This is unfortunately the case for guitar lessons. After all, the person searching just has to take the leap of faith and see if the teacher is good for them or not.
I think one of the reasons why people can see through marketing so easily is because the product is empty of meaning in the first place. If the product or service isn't remarkable enough, so we might naturally ignore the the marketing and advertising completely. As Seth Godin so eloquently describes in his wonderful book "The Purple Cow," if a product is not remarkable, then how could it possibly do well?
