1. MAKE SALES! Forget the image thing. It's too expensive and doesn't pay off. The bottom line is the most important consideration in advertising. Always create your ads for direct response! Design them specifically to bring the greatest financial return on your investment. Make solid, attractive offers. Alway have a strong call to action. Use coupons to add value and to get immediate response. The focus of your campaigns should be SELL, SELL, SELL!!!
2. KEEP EXISTING CUSTOMERS! You have to continually remind your customers you are in business and you want to serve them. You must continually place attractive offers in front of them to keep them interested and aware of your presence. This is especially true when competition moves into your area. For every month a customers fails to hear from you, you lose ten percent of their relationship with you. After ten months of not hearing from you, there is no relationship left! This is a good reason to send your customers something every month. It's also a good reason to make sure your customers are on your current mailing list and receive everything you send out. They are the first to respond to your promotions because you already have a relationship with them.
3. NEW CUSTOMER ACQUISITION! Don't forget to acquire new customers on a regular basis to keep your company growing and healthy. Get a fresh mailing list every few months so you can be first in line to market your products and services to start-ups.