Not many people in this day and age would be drawn to the notion of marrying someone they’ve barely or never met. Yet, that’s the approach that most advertisers take. “Here’s my ad, here’s my phone number, you don’t know anything about me, but call me so I come on over and sell you something.” – more or less the same as if you walked into a crowd of people and ask the first person that appealed to you if they would like to get married. Flash around enough cash, ask enough people, and maybe you get lucky with this approach every now and then, but it’s no way to build a small business.

Advertising for the small business should be approached more like dating. Your ads should be asking for a date, not a sale! Give your prospects a compelling reason to meet you for coffee, in a public place – by offering some sort of free, valuable information that they can gain access to with very little commitment. Then, move up to the movie, add a nice dinner, meet the parents – maybe, just maybe, it’s time to ask for the order – or better yet, simply say yes when the prospect asks you.

Don’t try to do too much with your ads. Don’t try to be too cute with your ads. Use them to attract and educate. Then build an information arsenal that will allow your prospect to come to the conclusion that you are indeed someone they would like to spend the rest of their life with. (Or at least some of their money with.)