*I had been using this same ad format for over a year, changing copy here and there.

*It became too stale. Everyone's like "Yeah there's that ad againÉwhatever." Of course you know what I changed ASAP.

Now about way ad looks and sounds. Let's start with copy. The copy should be written as if you were having a conversation with someone. Not full of stiff sentences and things that mean a lot to you, but to no one else. What do they think after they read your ad? Does anything urge them to take action? Maybe they even laughed (in a good way). Good humor is easily remembered.

Spend your money on creative to come up with concept and design ad. A lot and I mean a lot of heads of companies or owners think they know how to do this.

Wrong. You know product you are selling. You don't know art direction or concept. You do know your product, so tell art director or agency about product and what market(s) you are trying to reach. They are professionals, so trust that they know what they're doing.

If you are concerned about cost of such services, then run your ad 8 times instead of 10 you planned. Branding your company and your product is worth extra cash. First impressions do count.

You have to treat advertising like overhead. Just like shipping materials and postage. It's all part of cost of your product, so it must have a respectable position in your overall budget. Not "what's left-over."

Now you are armed with tools so you won't be like "Tom, Dick or Harry."

Move advertising to right place on your balance sheet and don't follow crowd.

Six months from now, you'll be glad you did.

www.downanddirtymarketing.com Copyright 2002. Re-use permission Karen@Hippmarketing.com