"The first thing to do when you start your advertising campaign is to take a figurative step back. Revisit your market research and ask yourself these questions:
Who are my potential customers?
How many are there?
Where are they mostly located?
Where do they now find the information I want to provide?
What can I offer that they're not already getting from this other source?
What knowledge and skills do I offer?
What image do I want to project?
How do I compare with my competition and how can I be better?
Once you've answered these critical questions and you know exactly who you're targeting, with what, and why, it's time to devise your direct contact campaign."
