Part III

Advertising for Fun and Profit

In this part . . .

Many people quote Jerry Della Femina, the well-known advertising executive, as saying that “advertising is the most fun you can have with your clothes on.” I’m not going to ask you to take your clothes off for this part of the book, but I am going to ask you to have some serious fun. Advertising needs to be creative and have that special spark to really work well.

In Part III, I outline the essentials of effective, eye-catching, attitude-altering communications that can build your brand or reputation, attract great leads, or actually make a sale. The essence of great advertising communications remains the same across all the dozens of possible media — from the lowly business card or the simple brochure to the sophisticated print ad, local television spot ad, or Web page. This part can help you pump up your marketing communications and put advertising to better effect in your business.