A strong appeal to an early stage shopper will be equally attractive to a different early stage shopper next month.

Don’t show signs of buying, salespeople will move on to better prospects. They call this process “qualifying the lead.”

The manufacturer invests roughly 57₵ to acquire a new customer of their consumable product. Its likely that she’ll spend roughly $90 per year re-purchasing it.

Is this a good ad?

Does it make you want to buy a can of John’s Tomato Juice?

A good ad would.

A good ad would catch the attention of someone who wanted tomato juice, and offer compelling reasons to…

Bob has two problems. He offers a solution to skeptical people who don’t recognize their problem.
Second, if he chooses to educate potential customers they may well buy from some other company.