King Solomon’s Ring

or why it is useless to pour traffic without adequate communications

"Everything passes, and this shall pass as well" - the wise and bald CEO of Id Est Solutions Ivan is used to repeat in response to those clients who say that they did not work with their strategy, but bought an ad, and their sales started. They ask why it is impossible to simply continue to pour traffic and rejoice. Why, they say, work with communications?

"You are engaged in business, not in masturbation: why should you pour something into the void?" - Ivan continues.

Conversions from advertising in absence of well-developed communications in the company are due to organic demand, which is a priori very little in any area, and it ends almost immediately. Great happiness one has if such is found at all. When it dries up - the traffic stops working, since other audiences bypass the company, if they do not understand why to buy
a) what you sell,
b) from you.

"If you have too much money and nerves, of course, you can afford to buy traffic without adequate communications and watch how wonderfully it drains the budget. Otherwise, i.e. in every case, it is necessary to first adequately present the business and its offer, and only then invite the market to watch you. Otherwise, the traffic will find itself on, shall we say, a lost highway, which worked well, as we know, only for Mr. Lynch." - Ivan raises his left eyebrow casually.

Alas, the questions why communications are needed when it is possible to buy traffic, which are received by the employees of Id Est Solutions and, we presume, the all other communications agencies', do not become less with time, and then our CEO sighs and replies:

"Everything passes, but this is unlikely to."