The Daily Blink
Forward Equity is more important than the "buy right now" position. An extremely important, but often missing, ingredient in local advertising is to build a uniqe selling proposition in the mind of the consumer, so when the need of your product or service arises, they think of you first. Build forward equity and stop hitting people over the head with a sledgehammer. It is painful to watch and the consumer doesn't feel so good after this happens.