If you advertise from 2-5 a.m. on a radio station that is an all-sports talk radio and you’re selling a female product or service, you’re probably not in the right spot. The salesperson’s going to roll off all these great statistics on how many people your ad is going to reach and you’re so impressed that you buy it.

That’s not what to do. You need to decide how and where to advertise.

How you are going to decide on that is what I’m trying to teach you.