- Have a strategic plan and work it
- Know your audience
- Consider non-traditional media – garbage can wraps, floor stickers, building murals, etc.
- If your competitors are zigging, you should zag
- Make your message dramatize the benefit of what you’re selling
- Make the product the hero – visually and verbally
- Don’t shout at your readers – make them want to jump into your ad
- Don’t make it look like advertising
- Resist the usual
- Entertain your audience