The 33 Ruthless Rules of Local Advertising

Advertising Is Neither a Necessary Evil Nor a Cure-All
Build a Rock-Solid Marketing Bridge
Compile an Accurate Profile of Your Customers
Identify Your Target Market
All the Advertising You Can Afford Is Not Worth the Customers You Already Have
Know What a Customer Is Worth to You
Understand The Purpose Of Advertising
Set Measurable Growth Objectives
Use the Single Most Powerful Tool In Advertising
If Your Doors Are Open, You Should Be Advertising
Budget Adequately for Advertising
Think Long-Term
Have a Potent Promotional Strategy
Don't Advertise What You Can't Deliver
A Response Is Not a Result
Don't Ask Your Customers What Brought Them In
Position Your Business
Weak, Sloppy, Boring, Sleepy, Careless, Pointless, Cookie-Cutter, Cliché-Filled Copy Won't Do
Use the 10 Critical Components of Copy
Use Advertising's Most Compelling Words
Always Get Two Prospects For the Price of One
Understand The Objectives of Media Salespeople
Any Medium Will Work If You Know How to Work the Medium
Understand the Basics of Electronic Media Ratings
Stop Spraying and Praying
Use a Proven Scheduling Formula
Demand Absolute Accountability
Never Get Diverted From the Real Issues
Don't Forget How People Remember
Sell Something More Profitable Than Low Price
Avoid the "Sale" Syndrome
Let Your Employees In On Your Advertising Plans
Let Go of the Branch