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Know your business. What is your Unique Value Perspective [UVP]? Your UVP is the single compelling reason why a consumer would choose your product or service over your competitors. Know your target audience. No business can be everything to everybody. Focus. Find your niche and the media that targets your niche. Talk to your customers about their preferences. Talk with and not at your audience. Know your brand. Your logo, colors, slogans, stationary, website and advertising should be simple and direct. They should compliment each other. At a minimum, it will take 7-12 consistent impressions before you are noticed and more to be memorable. Know the media. Do your research. Find the leaders in your industry and design your advertising campaign around their online or offline strategies. Keep it clean and honest. If you have to worry if your message is in good taste, it isn't. Set measurable objectives. When you produce an ad that delivers the desired result, keep running the same ad until it stops working. Satisfied customers are your best advertising, so ask for testimonials and start the buzz. 
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