The vast majority of consumers today are very skeptical about advertising. Most of us pay no attention to commercial breaks on the TV, we get vexed by online banners, cookies creep us out, and whenever we hear that this and that product is the best we just shake our heads pitifully.

In an age of unlimited access to information and hyper-aware consumers, is it still possible  to actually sell a product and make people buy into it?

Check out: How to Sell to the Hyper-Aware Consumer





  • paradigm – a framework containing the basic assumptions, ways of thinking, and methodology that are commonly accepted by members of a scientific community
  • hunch – a premonition or suspicion; guess
  • entrench – o place in a position of strength; establish firmly or solidly
  • embrace – to take or receive gladly or eagerly; accept willingly
  • propel – to drive, or cause to move, forward or onward
  • perish – to pass away or disappear

Think about it

Answer the questions below.

  • In what ways are buyers different now from what they used to be?
  • Do buyers like to get engaged with the vendor during the buying process? Why do you think this is so?
  • In what way is the digital economy helping small businesses?
  • What should small businesses do to take full advantage of the digital economy?
  • Why do you think people avoid customer-vendor interaction?

Practice makes perfect

 Find the sentences below in the article and replace the fragments in bold with the words/expressions used originally in the text.

  •  Are people getting smarter or are there other forces involved?
  • While some may suggest that this is just a guess, it is not.
  • In many cases the buyer attempts to avoid interacting with the vendor all together [. . .]
  • I speculate this number will go up in the coming year.
  • The digital economy gives small business better chances of competing fairly with their big-corporation counterparts.
  •  For most businesses it means understanding your ideal customer.

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