This 8-page article contains some terrific insights on advertising and marketing from Bob Hoffman, whose unvarnished no-BS style I find appealing these days. Bob published it on LinkedIN in October 26, 2021 and Jay Mitchell's Small Market Radio Newsletter recently carried it in two installments. I suggest you print a copy, read it thoughtfully (i.e., with your advertising clients and prospects in mind), and see how Bob's three-word brief can make your interactions with them simpler and much more productive. I've shared it with several clients who get and appreciate its point.