The problem most businesses have is they use their messaging to try to convert everyone. They regard everyone as a prospective customer. Here’s why that is a huge mistake.

Olly’s boardroom disaster“Your own personal sun bed, free towels and childcare are all a standard part of the package on our sun-drenched Caribbean beach holidays”This was the first time Olly had gone solo producing ad copy since he’d joined the “What’s The Story” ad agency. In fact, it was also the first time he’d presented