Our small business online advice columnist. CCH Online Store Books on small business topics. Free E-mail Newsletter Monthly updates on developments affecting small businesses. A good positioning strategy ensures identification of the correct target audience for your advertising, along with a listing of meaningful features and benefits. Communicate a simple, single message.
People have trouble remembering someone's name, let alone a complicated ad message.
For print ads, the simpler the headline, the better. Stick with a likable style. Ads have personality and style. Find a likable style and personality and stay with it for at least a year or more of ads. Changing ad styles and personality too often will confuse potential buyers.