Be as precise as you can as to why you are advertising and what you want to achieve. Everyone wants advertising to increase business, but for your advertising plan to work it requires you to be more precise. Increase the likelihood of keeping current customers and developing their loyalty. It is possible you may want your advertising to achieve all of these goals plus some others. What is important is that you prioritize your goals.
Advertising works best when it is developed to meet one specific goal at a time.
Once you determine your advertising goals you can then select the target audience for your message. Successful advertising is written with a specific customer in mind. Try to picture the person you must reach in order to achieve your advertising goals. Once you know who your target audience is and what they are looking for in terms of the product or service you offer, you can decide what your advertising will say. Advertising should always be written to communicate a message that will be seen as important by your target customer.