Just because a cause has great merit doesn't mean it is salable with some kind or amount of marketing effort. There is a persistent myth that for enough money one can sell anything, but that may only be a way to waste money. Sometimes nothing other than one-on-one persuasion can work.
Generally, only certain audiences are ready for any given marketing message. Sometimes that audience is the empty set, and no expenditure can change it. This caution is especially valid for broadcast marketing, which is generally much less effective than most people are led to believe by marketers. This can be seen by trying to educate children. There are limits to what works, no matter the importance or the efforts made. It often comes down to one-on-one, with no shortcuts. Sometimes people are just not ready, or sometimes they are only ready when they have passed a threshold of pain or desperation. Identifying those who are ready is then the art needed. This problem is discussed in Diffusion of Innovations <http://constitution.org/col/03317_diffusion.htm>. See also /Secrets of Libertarian Persuasion/ <http://www.amazon.com/Secrets-Libertarian-Persuasion-Michael-Cloud/dp/0975432613/ref=sr_1_1?ie=UTF8&s=books&qid=1276492793&sr=1-1>, by Michael Cloud. Available through The Advocates for Self-Government <http://www.theadvocates.com>. -- Jon ---------------------------------------------------------- Constitution Society http://constitution.org 2900 W Anderson Ln C-200-322 Austin, TX 78757 512/299-5001 [email protected] ---------------------------------------------------------- [Non-text portions of this message have been removed]
