1. Talk to your target audience.

If you’re going to advertise, don’t waste valuable money talking to the people who aren’t interested in your product. That means being specific in the language you use and speaking in a way that attracts their attention.

2. Tell them why you’re different.

One of the critical parts of advertising is making sure people know why your product or service is different and why that difference should matter to them.

3. Perception matters.

Adidas has three stripes. Nike has a swoosh. But they both have an image that people recognise. Most companies don’t have their mega-budgets, but that doesn’t mean you can’t have a consistent image that leaves a memorable impression.

4. Advertising is an investment.

If you want to save money, talk to your accountant. If you want to make money, talk to your marketing company. Sure, both can improve the bottom line, but only one will improve your revenue.

5. Pick the right media.

If your target market is 19-29 year olds, there’s no point buying a TV slot during Coronation Street. Your advertising needs to be in the media your target market are reading, watching, listening or logging on to. Anything else is a waste of money.

6. Use your budget at the right time.

If you own a ski-field, why spend the same amount in summer as you would in winter. Instead, use your budget at the times it’s most appropriate.

7. Being everything to everyone doesn’t work.

Your product or service will never appeal to everyone. It never will. So don’t bother trying to target every market. That’s another waste of money.

8. Work out what works.

Measuring what advertising works is crucial. If you understand which advertising is most effective, you can spend money in the places at that will bring you the best return.