ADVERTISING KNOW-HOW

1 -- Take a long, hard look at how you're advertising. Anyone can lower prices and pick up business -- until the next lower price comes along. A more effective way to advertise is to let customers know what you do that's different, extra, and will benefit them directly. Given that your product is backed by service and quality, you have the potential of acquiring solid customers.

2 -- Examine your market. Who are your customers, what are their usage patterns, and how can you reach them? If, for instance, your customers are small businesses, narrow your focus even further to a specific need within those small businesses. Plan your initial campaign with follow-up possibilities as well.

3 -- Keep it simple and short (KISS it). Hit on one aspect of your business you want to sell. Arrange your ad so that your message is easily grasped at one glance.

4 -- Give your customers an incentive to do business with you. Can you send a messenger service every Tuesday at 10 a.m.? Say so, but be sure you can do it, otherwise the promotion will backfire and create ill will.

5 -- Stand on your reputation rather than tearing down the competition. People are doing business with you for a reason. Build on that, keeping your focus on what your product or service can do for your customers.

6 -- Maintain a consistent image between what you advertise and how you do business. There should be some congruence between the ad, the store, and the people running it.

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