In many ways, the concept of “promoting” your business gives the wrong idea. It implies that your audience are sitting passively at their computers and mobile devices, just waiting for you to push powerfully constructed marketing messages at them.
It’s as if people think that marketing’s like that weird fairground game where you spray water into a clown’s face to inflate a balloon. An active player, and passive objects to be manipulated. But it’s actually not like that.
The irony is that over recent years there’s been something of a revolution in the way digital marketing and business promotion is done, and the way successful marketers think about it.