Element #2: Advertise the Right Strategy
Make sure your message addresses the true benefits your core customer is seeking. This is often the most difficult step. Pay attention to your customer's habits…industry trends…perception of you vs. your competitors. So many things must be considered here. Just 'slapping down a discount' probably won't do the trick. Find out "why" they shop with you, specifically…that's the STRATEGY…"why buy here".

Element #3: Advertise the Right Tactic
This is the TACTIC…the "why buy here now?". What makes sense to persuade the customer to shop with you today? The best tactics are ones that relate directly to the strategy and lifestyle of the customer. For example, I recently worked with a Lawn Fertilizer company…their strategy was "fixing problems". They have the most highly trained specialists in the market, and have recently opened a local call center to answer questions about specific lawn problems free of charge. What do we know about their customer? They like to have the best looking lawn in the neighborhood. They love to entertain at home. Most have children and want a nice, clean lawn for them to play on….we chose a "tactic" that fits that lifestyle. "Become a customer this month, and you'll receive a $25 gift certificate to a local nursery". This fits the lifestyle, and will make the customer happy by providing more beauty for their lawn.