The following rules apply to all ads you use in marketing your small business, regardless of the medium, the message, the mood or the creative direction:

  • Know your objective and stay on strategy.

  • Be honest.

  • Be specific.

  • Be original.

  • Be clear and concise.

  • Don’t overpromise or exaggerate.

  • Don’t be self-centred or, worse, arrogant.

  • Don’t hard-sell.

  • Don’t insult, discriminate or offend.

  • Don’t hand the task of ad creation over to a committee.