Every year squillions of dollars are spent on advertising yet quite frequently the message misses the market it is trying to address.

This is why many clients I mentor in small business initially say that they view advertising as a big waste of money – sadly with good reason in many cases.

To help develop a more positive approach, I tell them that a good analogy is to view advertising rather like a gun. In other words, it is NOT the tool that is bad – it is how it is used that determines the good or bad outcome.

So if we can accept that advertising is a just a promotional means that can be used appropriately or not – the question then is; how can we advertise in a way that brings us results? Read HOW to get your advertising working