About the Contributor

Contributed by Rich Harshaw

• The Customer’s Perception Isn’t Necessarily the Same as Reality

  CONTENT TYPE: Article | ELEMENT: | TOPIC:

  There are really two different sides to your business. First, there’s the “inside reality”; and second, there’s the “outside perception.”

• Have Something Good to Say

  CONTENT TYPE: Article | ELEMENT: | TOPIC: Writing

  If you don’t get this right, you can just forget about everything else: Your advertising will fail miserably if you ...