The first step in exceeding your customer's expectations is to know those expectations.

Writing good ads is easy when you have something to say.

Having the right message is what matters. It's not who you reach, it's what you say.

It appears that the media filters we carry in our heads are like computers: they've been forced to get faster in order to keep up with the demands our high-speed society puts on them.

A polarizing mission statement forces the reader to choose between two sides of a line drawn in the sand. Rare is the business owner who has the courage to craft such a statement.

Most ads are ignored because every customer has a mental filter that evaluates and dismisses both of these languages of Ad-Speak with a single question: What are they not telling me?

Contrary to popular belief, Americans don't hate advertising.