Adages don't become old unless they have more than a modicum of honest to goodness, time-tested truth at their core. The old adage that you never get a second chance to make a first impression is no exception and it’s especially true and especially true in business. The best offerings, the best pricing, the best presentations can all be undone by a disastrous or even lackluster first impression.

Often overlooked in the scheme of marketing development or relegated to an afterthought— copywriting is an important detail that should include as much planning and strategy as the rest of your marketing platform.

In the advertising industry, if you’re a photographer on location, you can expect cloud cover. If you’re an account executive, you can expect the client to demand the job a day early. If you’re an art director, you can expect designers to inject unwanted style on deadline. If you’re a multimedia director, you can expect code conflict just before you compile an application. If you’re a production manager, you can expect just about every other thing throughout your workday to go wrong…

My firm gets the call almost weekly — "Hello, my company needs a website and some revised marketing materials. Can you tell me how much it will cost?"

Clearly these inquiring minds are just kicking tires — not to mention diverting resources away from current client work. Unlike an automobile, your company’s marketing isn’t a commodity making answering those questions nearly impossible. Whn potential clients are ready to get serious about their company’s marketing campaigns they formally invite vendors to formally respond.