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Pen writing "Once upon a time"

“Copy is a direct conversation with the consumer” —Shirley Polykoff, American advertising pioneer

As professional marketers, we sometimes forget that advertising is a two-way street. We get frustrated when our customers don’t engage with our products and services and then blame it on them not understanding the value that we’re bringing them. But in reality, we’re the ones to blame. We’ve forgotten how to talk with customers rather than at them.