Concentration: Don't over extend your ads by scattering them all over the place. Concentrate them in a small few and see if or how they grow. If no desired response, then try other avenues.
Reach: You want your ad to reach as many people as possible, for as long as possible.
Frequency: Absorbtion of your message can only be achieved from repetition (minimum 6 times). Go for several simple messages over one flashy big ad.
Play the competition - Don't try to compete with bigger firms. Instead, narrow your target or create a niche.
Test, test, and test again - Ask people where they saw your ad. Track by key codes if possible. Keep running a winning ad until results are no longer reached.
Stimulous response - It's not what you say...it's what they hear.
Surprise - Ad an element of surprise in your first ad if you can.
Emotion - Use human emotion in your ads if space allows. You'll get higher impact and greater retention among your customers.
Appeal to your customers self interest - Put yourself in your customers place. Leave no doubt about what they get if they choose you.
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