How to tell a good ad from a bad one: 10 point check list for predictable results

Your prospects are no fools. They’ve seen plenty of ads, heard plenty of pitches. They’ve been promised the moon, acres of blue sky, and 90-day paybacks for bridges in Brooklyn. In today’s market, when you advertise for business, you’d better mean business. Corporate puffery and golden prose about “quality” and “commitment” and “our people make the difference,”[…]