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Most people wrongly believe that good ads have to be funny, well written or visually dramatic.

The truth is, the very best ads work because of the strategy behind them.

Think about it this way, if you’ve prepared a delicious meal and your dinner guests are hungry, they probably won’t care what kind of plates you serve the meal on. Put another way, if your message and offer appeals to the people you’re writing to, it barely matters how you present it.

Read more on Who Are Your Ads Speaking To? Part One…

By Brad Sugars

Here’s a little known secret about business.

It doesn’t matter what your turnover is, or how many employees you have, or how many customers you’ve got.

It doesn’t matter how many offices you own or if you’ve got a cool company logo.

Read more on Profit is the new black…