In reading a recent article by The NEWS’ long-time refrigeration columnist, Joe Marchese, titled “Ice Breaker: Do It Right - Clean, Dry, and Tight,” I realized that two out of three of those items apply to advertising. Clean and tight are essential to do it right; being dry in the case of your advertising is something you want to avoid. Thus, I appropriated two-thirds of this concept and came up with the title atop this article.
The saying, “Build a better mousetrap and the world will beat a path to your door,” is totally untrue. Many people have built a better mousetrap (i.e., a better product, better service, etc.), yet no one has beaten a path to their door, and they’ve gone out of business.