There are those who think when the government regulates business, it stifles productivity. Others think regulations protect us all from unscrupulous companies that would sell horse meat labeled as prime rib. The internet—home to Lonelygirl15, Craigslist, internet dating, and fake news—has never lent itself to regulation. The Federal Trade Commission (FTC), however, has recently taken notice of this lawless landscape and is trying to bring at least a semblance of accountability to one area of the internet.
A few years ago, businesses began hearing the social media hype. Common knowledge said that businesses not on social media would be left behind, so your business got on Facebook and Twitter and you expected sales to go through the roof, but nothing changed. Sales didn’t increase one bit. Were you expecting too much from social media? Was the hype just a marketing scheme created by Mark Zuckerberg? The answers are probably Yes and No, respectively.
No matter what business you’re in, to be successful, you need to advertise. As much as 90% of what one owns—or has ever owned—was purchased because of advertising’s subconscious effects.
Envision this scenario: You need to have your appendix removed or the consequences may be fatal. You can do one of two things:
- You can hire a physician with years of appendix removal experience to do the job. The physician is an expert and the outcome will be positive.
- Using power tools and an online PDF of human anatomy, you can do the job yourself. The results will probably not be pleasant and may end in your untimely demise.