1. Listen.
Ask your customers and prospects what they want.

2. Know the trends.
Know what trends are developing outside of your market and be the first to bring something new and desirable to your customers.

3. Write down and share your USP.
What is it that makes your product or service unique when compared to your competitors?

4. Evaluate your name.
Is it unique and memorable?

5. How about a nickname?
What do people call your company in everyday language?

6. Package your name.
Tell people what you do…don’t make them guess.

7. Exploit your name.
Put your name wherever it’s appropriate for your business

8. Give your product or service away.
If it’s a tangible product, let people try it FREE. Occasionally, that is.

9. Mark everything up 4%-6%.
That’s your minimum advertising budget.

10. Create a distinctive brand image.
Make sure you appear to be different from your competition.

11. Be consistent.
You achieve top of the mind awareness when people think of you precisely at the time of need.

12. Invest in quality creative.
Show who you are in the best possible light, and people will want to be associated with your brand.

13. Don’t be your own doctor.
If your business is hurting, don’t use trial and error to find a cure.

14. Plan your media strategy.
Schedule your advertising buys by quarter—and develop a strategy for your entire year.

15. Radio: Take advantage of its advantages.
Radio is often called the theater of the mind.

16. TV: Reward the viewer.
Make it clear that doing business with you will be an enjoyable experience.

17.Newspaper/Magazines: Simplify.
Do more ads with less in them—and people will remember you.

18. Outdoor: It’s quick
Think fast. Think bold. Think 55 mph.

19. Yellow Pages: Access
Making your business easily accessible when customers
have an immediate need.

20. Public Relations: Tell your story to the story tellers.
Call the news media when your product or service tie in with a story.

21. Web sites: Support your brand
Graphics and navigation should be consistent with your overall brand positioning. Keep your Web site simple and fast.

22. Direct response: Stay focused.
Again, keep it simple. Help them respond.

23. Relationship marketing: Stay in touch
Anyone in business today needs to constantly build, maintain and use a viable customer database.

24. Sales promotions: Nudge the need
When you have a product that is needed at any given time of the year, remind your customers it’s available.

25. Training: Help your customers help themselves.
Teach people how to use your product or service.

[back]