The only reason you buy a newspaper ad is to show why you shouldn’t buy a newspaper ad. Three days ago that’s exactly what Google did, bought a print ad in Canada’s Globe and Mail newspaper which ran Thursday, for one reason only: “To Show Why Newspaper Ads Don’t Work” .
This brings us back to the point I was making about why privilege marketing is the privilege (not the right) of delivering anticipated personal and relevant messages to people who actually want to get them. (which would be your tribe)
It recognizes the new power of the best consumers to ignore mass marketing. It realizes that treating people with respect, dignity, and with humility is the best way to earn their attention.