Whose credibility can you loan?

I like to tell some of my B2B clients to buy ads in the leading business weekly and leading business radio station. Most of these clients that I recommend to do this tend to be small. Well, small-ish. It’s what they need. But majority of them reject the idea. One, because it’s a lot of money. Two, they don’t understand that you need to appear strong and credible. And one of the best ways to do it is to borrow the credibility of the media.

"Appear weak when you are strong, and strong when you are weak" - Sun Tzu

Will you pay the price to be big? 

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