The billboard outside the old cemetery read like a real estate advertisement.

‘Last remaining graves for sale.’ It seemed to scream inappropriately at the traffic roaring past.

In the past, these local burial plots would have been acquired by neighbouring families who were getting their affairs in order. Now even essential products and services have competition.

There’s no doubt that a billboard is a great way to capture everyone’s attention. But it may not be the best way to engage with the people you want to matter to.

It’s important to prioritise best above easy whatever you’re selling—especially if your customers will be around to do business with you again tomorrow.

Image by Natash Ramasamay