The Grass Is Always Greener on the Side That’s Fertilized…
Of course, you can’t fertilize weeds and get lush, green grass. In advertising terms, you have to start with the truth.
Imagine somebody wants to document your (presumably) unique company culture. You invite her to one of your morning meetings. Now, does her observation confirm or contradict your ads?
When almost no one is in the market for what you sell — i.e., when it’s slow season — then almost no one is searching on relevant keywords.