Originally published at: They’re Selling You a Feeling - What the Trucking Industry’s Marketing Machine Doesn’t Want You to Know - FreightWaves
Small carriers and owner operators are not just fighting market conditions. They’re fighting the messaging. Every week, from the moment a DOT number gets applied for to the day a carrier tries to scale beyond their first truck, there is a constant stream of outreach, advertising, promises, and pitches flooding in from every direction. Fuel…