What I love about creativity in advertising is it levels the playing field. Whether you are a small business owner, or a world-dominating billion-dollar company. As Guy says, "the copywriter of a 'small store', has no excuse to write bad copy just because they’re writing copy for a 'small' business."

Remember, people are people. We all want, and desire safety, money, romance, status etc.

Nike, a billion-dollar marketing powerhouse, uses one of the ideas contained in these 30 lessons, gained from practical adverting and selling experience; an idea being used to successfully market everyday commodities like shoes, watches, clothing, food, pianos etc.

The wisdom in these "no-fluff added" practical lessons, can easily be listened to during your commutes, and in between slots like time on the John, or brushing your teeth, in a few short hours and then put them to work immediately after, for you or your clients' business.

These lessons are presently in order, to get you fully immersed in the way you'll market your wares/products/services, from now on, and to:

• Stop advertising for your competitors. (This is crazy, like Tesco/Sainsbury's Advertising for Aldi, IN supermarkets; where the customer is in the ultimate buying mood, looking to maximize value for their money, or the USA for the Russian Space Program; what the beep!)
• Get business from the people that see your ads. (That is why you're spending money right?)

These value-packed lessons will instruct you step by step:

1. How to effectively spend your tiny/large advertising dollars. 
2. Advertise so that people come to your brick-and-mortar (online) store, to buy what you advertise, not go buy something similar from your competitor; thanks to your advertising reminding them! (This alone is huge)
3. Track your ad spend's effectiveness.