John Wanamaker is credited with saying, "Half of my advertising is wasted: I just don't know which half."

Whether or not this is true, we know that successful advertising campaigns contain three elements:

1. Enough repetition weekly so that half of your audience hears the message a minimum of three times.

2. Enough consistency (read:long enough) that the message can penetrate the brains of consumers.  This is accomplished in no less than 52 weeks, sometimes 2-3 years depending on the gestation period of the product you are selling.

3. A commercial message that resonates with consumers and is RELEVANT to them. 

Let's talk about Number 3.  People buy based on emotional need.  Your message should create an emotional response in the listener.  Write the commercial from the stand point of your customer's customer.  No litany of facts allowed, only benefits.  What's in it for the customer?  Why should they shop in this particular store?  Buy this particular product?  What's the experience of shopping there?  Your commercial message should answer the question,"What's in it for me?"

 What's the one thing you want customers to remember about your business and never forget?  What emotional component does your business satisfy?

 Write copy that entices the listener to create a picture in his mind. As Roy Williams tells us, "Where the mind has repeatedly journeyed, the body will surely follow."