The advertising awards handed out at the Cannes Lions International Festival of Creativity do not represent what small businesses can do with their miniscule advertising budgets--or do they? Can you really learn something from a big advertising case study for a small country that generated millions of dollars in free advertising with zero media budget?
The Most Interesting Man In The World is an example of an advertising campaign that has been made more successful without being made as interesting--and also serves as a decent study for the small business owner who needs to understand: profit isn't about pleasing a mass of people, but a single-well-defined core customer.
Whether you're writing your own copy or someone's writing it for you, it's possible the copy is costing you money--by being incomplete. What are the words? What are they saying? What do they mean? And can you make them better--and more profitable?