Four Ways to Turn Your Ads Into Workhorses

3. Engage the right people. In this era of enormous advertising clutter and the bombardment with marketing messages in every environment, your ads must have immediate appeal to your targeted prospects. In fact, a prospect who's exposed to your advertising should instantly think, "This is what I need." Like a heat-seeking missile, your ad should single out your best prospects, and "speak" to them in their vernacular -- including any buzzwords. And visually, whether in print or on TV, it helps if your prospects can also see themselves represented in your ads.

Look beyond their age, gender, economic status and other basic demographic information, and put yourself in their shoes to think as they do. Then create an ad campaign to which your prospects can easily relate. Place it in the right context as well, by advertising in the media your prospects look to for information on what you market.

4. Ring true. Consumers can spot a phony a mile away. What's more, they're often likely to disbelieve advertising claims, even when they're true. That's why it's essential to make all your marketing claims credible, and substantiate them where necessary.

Avoid too much hyperbole in your advertising, as it often fails to ring true. And create a campaign that integrates a combination of media to direct interested prospects to a deeper story.

Magazine advertising, for example, is one of the best tools for piquing interest and sending prospects to Web sites where they can find more in-depth information, from industry affiliations, company background and testimonials to copies of press coverage. Create ads with integrity that are supported by in-depth information, and you'll successfully propel your prospects toward a sale.