No matter what media a marketer uses, the message must be right. How do you know when it’s right? When it works. How do you know when it works? Oh, you’ll know. You’ll know. Something you want to happen, happens. It may be tempting to depend on a fancy shmanzy look, “cool” graphics, catchy SFX, quick […]

A while back I made a comprehensive creative proposal to an important client in my community. We had shared pleasant social occasions.  Done business together? No. Five competitors were pitching for his business—substantial dollars for any of us. He gave no indication his and my casual relationship would win me his business. Him: “I’ve seen several […]