A hairdresser decided to open up his own hair salon. He wanted to give his clientele style and quality.

So he employed the best stylists and cutters he could find. He paid them accordingly and his clientele paid him, happily, R60 a time. For three months all went well.

Until one day another hairdresser opened up right across the street from him.

This salon was a very different story. On the day it opened for a business a sign appeared which read: Haircuts R6 a time.

Now this was very worrying for the first hairdresser.

How could he possibly compete? He simply had to charge R60 to keep up the standards he had promised his customers.

For days and days he fretted, wondering how to overcome his rival. Then it came to him.

The very next day a sign appeared outside his salon. It read quite simply: We fix R6 haircuts.

Now ask yourself this.

Which side of the street does your advertising agency live on?