Experienced marketers shake their heads in amazement.

Experienced marketers shake their heads in amazement. "How could a first-class company move swiftly an ad like that?" That give in charges to an ad that is 100 percent focused forward them. It's all about who they are and what they do.

Whether it's an ad, a proposal, a newsletter an e-mail bulletin, a pamphlet or a Web site, the story is the same. It's all about them. As pretty soon as we turn the page and behold such an ad or click into a Web site that's filled to overflowing with the "it's all about us" message, we're gone

even now it happens every day. "Seeing potential requires

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