Gary North Advises: 100 Hours to Master Details of Someone Else's Business

The person doing the advertising has got to spend at least 100 hours mastering the details of the guy's business. The great advertising copywriters invested large quantities of time in the details of the business that they had been hired to write ads for. They immersed themselves in the local business, and then they went on to immerse themselves in the industry as a whole. This was required. There are no shortcuts. I really mean this: there are no shortcuts. Anyone who takes on the task of helping somebody else do this marketing is taking on the responsibility of mastering the details of this person's retail business. This is not some weekend hobby.