I’ve seen my share of people think that the medium is the message. It’s a common mistake that I believe happens too much. Business owners think that if they have a website then people will come. Or if they put an ad on the radio then by Saturday people will be knocking down their door. I beg to differ. What’s on your website that will compel people to use your services? What is the compelling content of your radio ad that shows people why they should be knocking your doors down?