You really should have the Adobe Flash Player plugin installed, you know. It makes the web look so much nicer!

It's not about you.

And it’s certainly not about us. It’s about THEM. Your customers. Your prospects. Your target audience. It’s about who they are, where they are, what they’re thinking and doing and worrying about. It’s about their wants, their needs, their challenges. And it’s about how they perceive your communication with them if, in fact, they notice it at all.

Understanding what motivates your customers, developing captivating visuals that will force their attention, writing compelling copy that will inspire a positive reaction, and bringing it all together through effective execution – these are the keys to successful promotion. These are the things we do every day. Whether we’re designing an ad, developing a brochure or building a website, we know that the same rules always apply. If you can’t get their attention, if you can’t keep their interest, if you can’t motivate them to action, it’s just pretty pictures.

Is it expensive? Certainly if magazine space is used ineffectively, if a corporate brochure fails to communicate the message, if a website doesn’t provide the information the viewer seeks – if your audience is not motivated to act – they are all expensive, no matter the cost. However, if your advertising succeeds in the four basic steps – interrupt, engage, educate and offer – the success and growth of your business will turn your investment into one of the most cost-effective you can make.