Advertising doesn’t have to be brilliant or highly creative to be successful, but it doesn’t hurt either.

Advertising doesn’t have to be brilliant or highly creative to be effective. The secret to successful advertising lies in its continuity—sending an informative, consistent message over time that motivates existing customers and prospects to turn to you when they are ready to buy.

Brilliant and creative advertising is more cost-effective though, because of its ability to cut through the clutter and make a greater impression with less repetition. How many times did you have to see those classic “Mac vs PC” spots before you felt sorry for Microsoft.

Two important things to consider when creating an ad is the audience and the offer. Who is the ad trying to reach? If the ad isn’t presented to the right audience and speaking to them in a voice they identify with, then it probably won’t get noticed. And if the offer doesn’t interest them, then they probably won’t take any action even if they do notice it.

Where you advertise will depend on who you’re trying to reach, the geographical range of your business, where your product or service can be most effectively presented, and your budget. In deciding where to advertise, keep the following considerations in mind:

• When and how often your message needs to be sent.
• How effectively the medium communicates your main selling points.
• How much it costs, relative to the number of people it reaches.
• How many of the people seeing your ad fall within the target audience.

Once you’ve targeted your market, it’s important to clearly identify what you want your advertising to accomplish.

The main reason for small business advertising is obvious: to attract customers and increase sales. But often advertising efforts are wasted on a shotgun approach that doesn’t focus on their company’s best prospects—those who are ready, willing and able to purchase your product or service. In an attempt to reach “everybody,” these advertisers either miss their true market or spend more than necessary to reach it. First identify who and where your best prospects are and how best to reach them with your message.

Once you’ve targeted your market, it’s important to clearly identify what you want your advertising to accomplish. Specific advertising objectives include:

• Creating new customers.
• Increasing usage of a product or service.
• Increasing order size.
• Improving brand recognition.
• Generating customer inquiries.
• Creating sales leads.
• Promoting special events.
• Enhancing the overall image of the business.

Generally, the most effective ads focus on customer needs or wants, and emphasize the most desirable benefits of the product or service, such as convenience, style or durability. The tactics you choose in your advertising will help determine the media you select and the exact message you communicate.

Google “the perfect client” and you’ll probably find a picture of freelance writer and graphic designer, April FitzGerald.

We worked with April FitzGerald to develop the name, logo design and business cards for grammarama, her new professional writing, editing, critique and design service. She jumped in and was an indespensible and enthusiastic part of the creative process. She was persistent, creative, constructively critical, and not adverse to taking a risk. All characteristics that will serve her well in her professional life in which we wish her all the best.

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Since 2004, we have been working with Muzzy on their annual product brochure and print advertising. Muzzy produces broadheads and accessories for the bowhunting market. They are also the largest supplier of bowfishing equipment. Bowhunting is an enthusiast-oriented sport and if you don’t speak the language, they don’t listen.

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For me, the most useful of these are the copyright (©), registered (®), and trademark (™) symbols. I keep a printed copy under my deskpad for quick reference.