So here's a look at how good
advertising can actually be - if it wants to.
And if you just absolutely, positively, have some block
about being willing to divulge the amount of money you may or may not spend
with those people across the table with whom you may enter into a relationship,
do this: Ask them what sort of budget
range works best for them as far as a client is concerned. Just as a client
really ought to have a budget figure in mind, a professional creative firm ought
to have a figure in mind below which they can't really afford to do the work. The key is for everybody to know that there is
a financial fit in there somewhere.