Keep your billboard message simple. There is no way people will understand detailed copy at 70 miles per hour. A headline, graphic and two bullets are generally all you want to include.

Include a photo or graphic, something colorful, to help draw attention to your billboard.

Make sure your phone number is easy to read and remember. List it with letters instead of numbers. Most people can't drive on freeway and take down your number at same time. They might try, but you don't want to be responsible for what happens.

If you need to scrimp on advertising, get cheaper rates by buying packages, multiple months, or negotiating your own billboard location with a property owner.

*Advertise on your car--As cities sprawl and commutes become longer and slower, advertising on your car becomes an effective and extremely cheap way to get your name out.

Because we tend to drive along with same group of cars for significant distances, people can see your sign for 15 to 20 minutes. It's like a traveling infomercial.

You can use magnetic signs, window stickers, or have your message painted on side of your car, van, or truck.

An old media trick is to number your vehicles. If you have two vans, number them 3 and 7. People will think you have a fleet. Sometimes, bigger people think your operation is, more they will trust you.

*Wear your advertising--They are called "wearables," all those shirts and hats with your ads, logos and slogans printed on them.

Using wearables kills two birds with one stone: first, you create a bond with potential customer when you give them something free. Second, those people will do your advertising for you by wearing your free gift.

When you design a wearable, do something eye catching, something that people will want to wear. I won't wear a T-shirt with just a name and phone number in block letters. I will wear a T-shirt that has a cool graphic on it.

A word to wise--don't just offer XXL T-shirts and hats that only men would want. Women control spending in America, so you want to cater to them. Offer as many medium sized T-shirts as XXXL T-shirts.

Get The Most From Creative People

Your marketing will look and work better if you get good creative people involved. An experienced or gifted designer can turn your logo or site look into something special. A good writer can make your web copy, sales letter, ad, or radio spot sing and sizzle.

I've spent most of my life working with "creatives." Here are a few tips I've learned.

* Pay more for an experienced designer or writer. While they may charge you more per hour or job, they will get job done right and often much faster. You save money in end.

* If you can't afford a seasoned pro, get a college student or someone who recently graduated from college. They often have a mind full of newly-learned, cutting-edge ideas, and you can't beat their enthusiasm.

* Give a creative person their head. Don't micro-manage every detail. I like to take an extreme approach. We give designer just barest idea of what we need, then jump for joy over whatever they produce. After a few projects you will have a creative who loves freedom you give them. They will come up with wonderful ideas you never could have thought of on your own.