Fishing for Listeners and Reeling Them In

Roy H. Williams: "The first step in creating a great ad campaign is to refine your core strategy. Have you taken a hard look at it lately? Yesterday's successful strategy can easily become tomorrow's dismal failure. We see it all the time. And no perspective is so warped as the view from the inside, looking out. Is that where you've been trapped?"

"One of my newest partners, Chuck McKay , just released his first book, Fishing for Customers and Reeling Them In . You should take a look at it."