The fundamental point is to stand out and be remembered

At the Toppled Bollard night club, a woman asked me to dance last night.

I declined and said, “I can’t dance with you any more.”

She looked unhappy at that. “What are you trying to hide from?” she asked.

“The future,” I said.

Getting your customers to buy is what you focus on, but we should never forget that for them, when tomorrow comes the customer might have forgotten he was going to buy from you and instead, perhaps by mistake, buys from someone else.

We can’t know what is going on in our customers’ minds, what their worries are, what their concerns are, what their feelings are. Just as the lady at the Toppled Bollard could not know that I had become so enraptured with dancing with her, it was becoming all encompassing, and I had to stop.

Thus we have to change; I have to find a new dance partner, and the writer of advertisements must develop an approach that means that no matter what, customers and potential customers know who you are and will think of you.

Of course, if you think of me as that bonkers idiot who writes those silly Toppled Bollard stories and so don’t buy from schools.co.uk, I have failed.

But if one day you realise you need to do some new marketing to schools and think “who was that bonkers idiot who wrote those stupid stories about a dance club in a pub?” and then call 01604 880 927 or visit www.schools.co.uk, my approach has worked.