Whether your advertising strategy relies on humor, shock treatment, celebrity testimonial or educational tactics, don't forget to ask yourself these basic questions before writing any ad:

  • Who is my target audience?
  • What are the general ages, lifestyles and interests of these people?
  • What is the state of my product (new, old, updated)?
  • What's the one thing I want to tell prospects about in the ad (such as fastest service, cheapest prices, most friendly staff)?
  • What is the ultimate objective of this ad (traffic, name awareness, differentiation from the competition)?

Excerpted from Entrepreneur magazine, May 2001