A few years ago the world of advertising and marketing changed. Time magazine’s man of the year was ‘YOU’.

Big companies still spend millions of dollars on slick TV commercials. Advertising is still hugely expensive during your latest episode of 24 or Lost but does anyone really take any notice anymore? Do people still watch the ads or do they switch off until 24 is back?

There’s an old saying that 5% of the people out there are looking for your services at any one time; the trick is to grab that 5%’s attention at the time they’re looking. And unless you have a ridiculously large advertising budget, it’s not worth the effort.

This is why blogging, web site content, search engine optimization, quality of service and word of mouth is so important. The buyer now has the power and the buyer is getting very savvy.

When you want to buy a new car, new furnishings or even a new house, do you wait until you see an advertisement or do you get onto the web and search?

When you see results do you jump at the first slick advert or do you read quality content and testimonials? Do you feel you’re in charge of the buying decision or are you swayed by that slick advertising?

Does advertising work for you or does buyer response, testimonial, experience, comparison and effective quality content sway your decision?

It’s an important question and one every business owner should bear in mind when promoting his or her own business.