1. Clearly identify who you want to reach
Whatever product or service you advertise, identify the ideal customer as specifically as you can. The nature of your product or service may define this group for you.

For example, if you sell dentures that cost extra for colour-matching to individuals' natural teeth, then you should consider advertising to wealthy individuals who value natural-looking teeth. Your advertising should appeal to their image-consciousness.

By clearly identifying your target market, you can increase the response to your ads.

2. Find a publication that your target market reads
Ideally, you will find a publication whose reader profile perfectly corresponds with your customer profile. Moreover, many of your established and prospective customers read it regularly, and none of your direct competitors advertise in it; its frequency provides good exposure, and its ad rates entail an acceptable level of risk.

3. Treat your ad as a teaser
Advertising can perform a variety of functions - from increasing name recognition to evoking specific actions within a specific time. In any case, successful print ads communicate just enough to entice their audience.

An insurance broker, for example, might entice a specific group to call for information. A law firm might entice its target group - possibly law-school grads- to visit its table at a career fair. A consulting agency might entice prospective clients to book a free needs analysis. Know them and your creative hook should come to you like plain sense.

4. Make a commitment and stick to it
Consistency is critical in print advertising. Most successful advertisers buy ad space in blocks of time that begin at six months. Many advertise constantly for years. For print advertising to work, you need patience and perseverance - especially in the first few weeks. If steady advertising just isn't a fit, then buy big advertising - a higher risk. Many do both and adapt their ads as times change. Whatever your case, make a commitment.

5. Get professional help
To take good care of your teeth, consult a dentist. To handle your legal issues properly, consult a lawyer. To communicate effectively with your target market, talk to a marketing-communications consultant. Call for a free needs analysis.

- Glenn Harrington, Articulate Consultants Inc.

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