Following Simple Advertising Rules in Your Small Business Marketing

By Paul Lancaster

Part of Small Business Marketing For Dummies Cheat Sheet (UK Edition)

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.