Advertising needs to ring a bell in the marketplace and in the prospect's mind.
 
First differentiate. Explore until you discover what’s unique about your product/service – what sets you apart from the competition.
 
Then communicate. Decide on the optimal way to convey that information.
 
Finally you accentuate. To cut through the clutter, your message needs to resonate on a personal level. Words need to cajole. Images need to entice and persuade. Make sure every element in your communication is doing its job.
 
Above all, do no harm. Don’t let ego or preconceptions get in the way of your message.

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