Rich Christiansen is one of the most insightful, practical and cost-conscious entrepreneurs in the world today. Listen to Rich. He won't steer you wrong.
Five minutes in an old book quickly reveals that most of what is being sold today as new insights into human behavior is merely the rediscovery of knowledge we have had for centuries.
Impact in advertising today is 80 percent strategy, 20 percent copy. This makes it nearly impossible for good copy to compensate for weak strategy.
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