Break Through the Clutter! 

Whether it's a print ad, a direct mail campaign or a radio spot, you only have a brief moment to capture the attention of your reader.

When crafting your message, remember these key points:

• Never run an ad without a compelling headline - Brainstorm about the specific problems and challenges your customers face. People will keep reading if your message helps solve a problem.
  
• Don't talk about yourself -Very few people care about your company mission and how long you've been in business. Communicate what you have that they want or need.
  
• Keep it simple - Tom Bodett, who ad-libbed the award winning Motel 6 We'll Leave The Light On For You campaign says "Customers are people, not targets. Talk to them like they just walked through the door. At the very least you'll make a friend, and in the end your friends will take care of you."
  
• Stay top of mind - One-time ads rarely work to generate sales. Keep in touch by providing USEFUL information: a free consultation, a free report, an educational newsletter - or a useful item printed with your logo and contact information!

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