1. Focus, focus, focus
    • Identify and focus on a target market
    • Unless you're George Steinbrenner, you can't spend limitless funds of money in the hopes
       of growing your business
    • Analyze and define a qualified universe of potential users or buyers
2. Know your customer
    • Understand their needs and desires that can be satisfied by your product or service
    • Research
    • What is the prospective client's pain? What needs are being under-serviced by competitive
       alternatives? What opportunities are going unnoticed?
3. The message must be MEANINGFUL and COMPELLING
    • Develop the winning value proposition and creative strategy
    • What is most compelling message that will appeal to these prospects?
4. Develop advertising that is STRATEGIC, not cute
    • First and foremost, advertising must deliver a meaningful and compelling message
    • Secondly, the advertising must engage your target prospect
    • Finally, your compelling message must convince the prospects to act in the desired way
5. Break through the clutter
    • Capture the attention of sufficient numbers of your prospective target customers
    • Develop media plans that are targeted, prudent, and effective
    • Focus tightly on the target market
    • Once you have developed strategic advertising…then you can make it clever
6. Marketing works only when prospects become customers
    • If the prospect doesn't become a customer, your marketing efforts have failed
    • Convert prospects into customers by getting them to take the desired action
7. Measure, re-measure, and revise
    • Measure results and revise strategy as needed
    • If you don't know what worked, how can you repeat it?
    • If you don't know what failed, how can you correct it?