If you're not worried that you're pricing it too cheap, you're not pricing it cheap enough.

The risk of insult is the price of clarity. To be clearly understood one must speak the simple, essential truth as plainly as he is able.

Most ads are about the product or the company that makes it...the best ads are about the customer and how the product will change his life.

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.

In essence, String Theory describes space and time, matter and energy, gravity and light, indeed all of God's creation as music.

Embarrassment, or the risk of it, accompanies all your important choices.

What this means is that the first week of every new series of ads will continue to yield softer results than you can expect to see in weeks two and three.