John Carlton’s Best Ads:  Hyper-Effective Cover Letter #3:  Oh, My God…

One of the biggest mistakes marketers make… is to get tired of their own advertising before the ads are actually dead. Sometimes, they pull ads that are still cooking at peak efficiency. They see the ad every day, they get tired of it, bored with it, their spouse is grousing about how embarrassing or odd it is, the staff is sick of it, whatever. They see Ford and Pepsi and AT&T changing ads every week, and they think that’s how it’s done.

My clients know better.

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