Over a career that's spanned more than twenty years, I've made the argument for other people's campaigns. Here's what that taught me, and what I'd do differently now.
Some of the best investor pages I ever wrote carried a sign telling readers not to believe them. Not because they were wrong. Because of who paid for them.
A campaign needs two of three working: a buying market, a sector in favor, and a reason to look now. Count them before you spend a dollar.