Making Your Advertising Memorable:

• First off, you shouldn't even be advertising until it fits into some overall strategy and/or collection of tactics that you've carefully thought out. Many retail and service firms eventually go out of business by advertising the same old thing, basically the same old way, month after month.
  
• Many firms, oddly enough, only run an ad after a publication's space salesperson calls and says, "Hey, we have a really good deal this week. Wanna run an ad?" Then, what does the firm run? The same old ad again. How about trying something new? Risk! Experiment!
  
• "Risking a bit in business (and life) Scuba gear can break you out of holding up something the habits that keep a firm "stuck."
  

Some basics of advertising:

• What is it you're trying to convey? Exactly. If you think you know, rethink it. Go for simplicity and a direct message over cleverness.
  
  
• Don't fall for clichés like using a pretty girl. People may see her and not your message.
  
  
Avoid other clichés, like the lamest one of all—the "Think Ads," such as "Think XY Plumbing" or "Think XY Computers." Incredibly, you see even national firms do this. Most likely, it was the company who demanded these "Think" ads and not the more savvy ad agency.

(See advertising basics)

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Koelzer & Associates
Bill Koelzer, Small Business Internet Consultant
2924-D Camino Capistrano,
San Clemente, CA 92672
www.Koelzer.com
Bill@Koelzer.com
949-291-8892