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The older guys understand what it was like to build a business before Google. 

The older guys who have built a business in the days before Ad-words and pay-per-click and cookies understand what was required. 

They understand that you need to provide service and human connection and a level of attention that encourages people to talk about what you do to other people so that other people will come to see you. So here is the thing about that process, when someone is recommended to you by a friend or a family member, cost is largely removed from the consideration process because of what they have been told about you and what they expect from you goes beyond the price. 

This doesn’t apply in the digital adverse. In the universe of digital advertising there is no human connection, there is only a bid, a war, an auction, to see who will put the most money in, to ultimately get the least back in return. 

The person who wins is Facebook, the person who wins is Google, the person who wins is Amazon, the person who wins will be Apple. 

We will all be left with a tiny amount of money after giving most of it to the digital advertising supplier to try and attract people to come and see us, when the easiest and most profitable way to do this is to ask people to bypass the digital advertising system and just to tell their friends to come and see us if they needed us. 

The world of digital advertising is bright and shiny and new and there is always another ‘trick’ that will generate more market share, either in your local area or in the world. 

But as the old guys will tell you, as the ones who have run businesses for decades, the safest way, the nicest way, the most satisfying way is to have someone referred to you by a friend because they trust you. 

Blog Number- 1957