Five Rules Of Advertising: The Dynamic Managers Handbook Of Small Business Advertising

Effective, results-producing small business advertising isn’t impossible, it’s just hard. It’s hard to make good ads, it’s hard to buy efficient media, it’s hard to judge results. But it’s not impossible. All you need to do is know your customer, get their attention, sell them a benefit, leave a reminder, and spend your money wisely.

Advertising can help build your sales, but only if you follow the five rules outlined in this do-it-yourself manual for small business owners and managers.

“Your Customers, Bert and Bertha” explains how to identify your best customer and build an advertising strategy that appeals to them.

“Pay Attention To Attention” shows you how to build attention-getting devices into your ads (regardless of the medium you use) so your messages rise above the babble.

“Advertising’s Four-Letter Word” points out the biggest mistake most small business advertisers make—and how to avoid it.

“Just A Little Reminder” demonstrates how to build a memory trigger into your ads so customers think of you first.

“Media Buying Simplified” takes the mystery out of spending advertising dollars so you get the most bang for your buck.