Back when the Yellow Pages was where businesses spent real money... Somebody looked at what was actually biggest on each ad... In about 95% of them, it was the company name. 😐 One example: Dorothy's Bakery. Enormous. Paid for by the inch. (Poor Dorothy) One copywriter fixed it by flipping the sizes. Biggest thing in the ad became: ATTENTION CHOCOLATE LOVERS — FREE PIECE OF CHOCOLATE (or something like this) Then tiny at the bottom, almost apologetic: Dorothy's Bakery, call this number. Because nobody in the history of being alive has wanted Dorothy's Bakery. (Other than maybe Dorothy. And her sweet husband, Mark. Mark is very supportive.) They wanted CHOCOLATE. Which is just bait. 🪝 And fish don't like strawberries. Doesn't matter how nice your strawberry is. Doesn't matter that it's YOUR strawberry and you're proud of it (I'm sure Dorothy would be proud of it). Every one of those bakeries was casting a big beautiful strawberry into the water... And wondering where the fish went! The bait isn't for you. It's for them. Meanwhile the guy with a fat, stinky worm on his hook is going home with dinner. 🎣 That's what we're playing with over in Leads on Demand. Where you create leads on demand. And DEMAND on demand. By using the RIGHT bait... Not the prettiest or the kind you like the most, even if Dorothy loves it.