1. I wrote better copy than the ad agency’s copywriters. That made it hard for me not to over-edit their work, much less pay them for it.
2. The ad agency didn’t know how to quantify results. It’s hard to trust someone’s alleged expertise when they can’t prove they have any.
3. The ad agency charged me whatever happened to be in my budget. It seemed to me that a project should cost what it costs, no matter how much or little I have to spend.
That’s why, in 1994, I opened the RESPONSE Agency. We’re obsessed with not just well-written, but compelling copy. We measure results, so you get recommendations based on data, not just “trust us.” And if we can do the work for less than you've budgeted, we let you keep the difference.
Steve Cuno
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