He asks a lot of questions to assess your business and the advertising strategies of your business.
He uses that information to formulate a singular goal and an overall identity/niche you can realistically achieve.
Then he presents a written plan, which details how to make improvements within your budget by incorporating proven beliefs about various media and obeying his reach and frequency guidelines. All suggestions are designed to produce measurable results for you.
Included will be a specific creative idea for the actual ad copy following his “14 Rules.”