ur budget on one or two large ads. You’ll be better rewarded by spreading the same amount of money on smaller ads over a longer period of time.

Similarly, don't try to advertise in every possible venue for a short time. Choose a small group of media and stick with them.

Give the Ad a Chance to Work

Remember, like all

Go Where Your Target Audience Is

It's not good enough to reach a lot of people; you've got to reach the right people. Opportunities for advertising are many and varied, and choosing the right place to advertise is essential.

Research the habits and whereabouts of your target market. Go where your audience is. Speak their language.

Write a Headline That Hooks

The headline should be full of punch. It should literally jump out and proposition the customer. In a world of limited attention spans, shorter is always better, providing you don't sacrifice clarity.

Use “power words” in your headlines: New! Free! First! Adding punctuation compels the brain to pay attention. Make sure you give the headline the prominence it deserves. Use a bold, easy-to-read font to make the headline clearly legible from a distance.

Write Compelling Copy

A great ad tells the customer a really interesting story - the story of the headline. Be brief. Write believable copy. Keep your story focused on the benefits of your offer. Use verbs that incite action. Stick to words that clarify, inform and excite without exaggerating. Most of all, the best ads have a one-on-one conversation with the customer.

Think Repetition, Repetition, Repetition

Advertising is a game of repetition. Don't be tempted to blow your budget on one or two large ads. You’ll be better rewarded by spreading the same amount of money on smaller ads over a longer period of time.

Similarly, don't try to advertise in every possible venue for a short time. Choose a small group of media and stick with them.

Give the Ad a Chance to Work

Remember, like all

language.

Write a Headline That Hooks

The headline should be full of punch. It should literally jump out and proposition the customer. In a world of limited attention spans, shorter is always better, providing you don't sacrifice clarity.

Use “power words” in your headlines: New! Free! First! Adding punctuation compels the brain to pay attention. Make sure you give the headline the prominence it deserves. Use a bold, easy-to-read font to make the headline clearly legible from a distance.

Write Compelling Copy

A great ad tells the customer a really interesting story - the story of the headline. Be brief. Write believable copy. Keep your story focused on the benefits of your offer. Use verbs that incite action. Stick to words that clarify, inform and excite without exaggerating. Most of all, the best ads have a one-on-one conversation with the customer.

Think Repetition, Repetition, Repetition

Advertising is a game of repetition. Don't be tempted to blow your budget on one or two large ads. You’ll be better rewarded by spreading the same amount of money on smaller ads over a longer period of time.

Similarly, don't try to advertise in every possible venue for a short time. Choose a small group of media and stick with them.

Give the Ad a Chance to Work

Remember, like all

s the brain to pay attention. Make sure you give the headline the prominence it deserves. Use a bold, easy-to-read font to make the headline clearly legible from a distance.

Write Compelling Copy

A great ad tells the customer a really interesting story - the story of the headline. Be brief. Write believable copy. Keep your story focused on the benefits of your offer. Use verbs that incite action. Stick to words that clarify, inform and excite without exaggerating. Most of all, the best ads have a one-on-one conversation with the customer.

Think Repetition, Repetition, Repetition

Advertising is a game of repetition. Don't be tempted to blow your budget on one or two large ads. You’ll be better rewarded by spreading the same amount of money on smaller ads over a longer period of time.

Similarly, don't try to advertise in every possible venue for a short time. Choose a small group of media and stick with them.

Give the Ad a Chance to Work

Remember, like all

story focused on the benefits of your offer. Use verbs that incite action. Stick to words that clarify, inform and excite without exaggerating. Most of all, the best ads have a one-on-one conversation with the customer.

Think Repetition, Repetition, Repetition

Advertising is a game of repetition. Don't be tempted to blow your budget on one or two large ads. You’ll be better rewarded by spreading the same amount of money on smaller ads over a longer period of time.

Similarly, don't try to advertise in every possible venue for a short time. Choose a small group of media and stick with them.

Give the Ad a Chance to Work

Remember, like all

ur budget on one or two large ads. You’ll be better rewarded by spreading the same amount of money on smaller ads over a longer period of time.

Similarly, don't try to advertise in every possible venue for a short time. Choose a small group of media and stick with them.

Give the Ad a Chance to Work

Remember, like all living things, an ad must be allowed to “mature.” A new ad rarely brings about an immediate response. In fact, it usually takes an average of nine exposures to generate a response from a motivated buyer. So be patient!

Get the Best People on Your Team

Smart entrepreneurs always surround themselves with the best people they can find for a key assignment. Similarly, it's worth drafting the best team possible to work on your advertising.

Your advertising is an integral part of the future prosperity of your business. Be sure you are treating it with the time, effort and respect it deserves.