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1) Know your business. Identify strengths, weaknesses and unique features.
2) Know your competition: their strengths and weaknesses? Analize the top three.
3) Position yourself. Develop a Unique Selling Proposition (USP) based on strengths and weaknesses and those of the competition. What sets you apart? That's the USP.
4) Develop an ad theme to be remembered using your USP. Use this theme in all ads (whether a theme of words or of graphics – have a consistent look and message).
5) Identify your target market. Who wants your product or service most – gender, age, income, etc? Once you identify your market, talk in a way that appeals to their needs. Remember this acronym – W.I.I.F.M. – What's In It For Me?
6) Use media that effectively reaches your market. Not all media is cost-effective.
7) Develop a budget. It will be a percentage of gross sales and will be shaped by goals. Once calculated, stick to it.
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