3. Stick to one idea. 30 -- or even 60 -- seconds is not a lot of time. Spend all of it on one idea or benefit. Any more than that just confuses your audience.

4. Give a clear call to action. You won't get results if you don't ask for them. Tell your listeners what it is you want them to do, whether it is visit your store, call you or visit your web site. Whatever else you do, don't leave this step out. If you don't ask your audience to do anything, they won't.

These ideas can not only super-charge your radio ads, it's possible they will save you money as well. Because a well-written ad will generate more response without having to be run as much. Try it and see!

Putting your company name and a photo of your building there is about like using prime beachfront property for a landfill. Yes, it has to go somewhere. So put it in back, where people who are looking for it can find it, but leave spotlight to more glamorous tenants.

Start of with an attention-grabbing, benefit laden headline, and a graphic that supports it. Perhaps offer a few bullet points that expand headline benefit, or introduce a few secondary ones. A line or two of copy at most and you’re off to a good start.

While you should strive for a conversational tone, make sure there are no spelling or glaring grammatical mistakes. It’s a fine line to walk, but you want to sound like you’re having a conversation without sounding like you don’t know language.

Focus on your customer, connect with her heart, and make most of your valuable real estate. Then, your brochures will be worth more than paper they’re printed on. They’ll be worth their weight in gold.