As consumers, we're bombarded with ad imagery on a daily basis. And while one might think that would automatically make us all experts on what makes for a great ad -- that simply isn't the case. Large ad agencies employ huge teams and countless millions each year conducting market research on what gives John Q. Public the impetus to make a purchase.

Companies strive to create that unique message that has the combination of a compelling call to action, and that certain "extra" that makes you remember it long after you've flicked the channel, or returned to your favorite program. It's the elements that make you want to ask your friends and coworkers about it the next day...that "water cooler factor". So -- for those of us with far less staff and even less of an ad budget -- what can we do to make our message worthy of the water cooler?

Can Your Message...
Present the product in a new or unique way? The Dunkin' Donuts® Man, with his "Time to make the donuts" shtick, the granny in Wendy's® "Where's the Beef?" commercials, and the Budweiser® frogs are all great examples.

Evoke Emotion - It can be anger, shock, sadness or happiness -- but you have to "move me".

Create Curiosity - Grab my attention, and make me want more information

Demand Action - Get me to your website, make me call or write for more details, or make me BUY!

Clearly Convey Your Brand - Does the consumer know what you are promoting? Your message should be well-executed, concise, and clear. Remember quality over quantity.

Just as important as your message is WHERE you employ it. Perhaps you are lucky enough to have a product that crosses interest groups, and is needed by everyone. Lucky you! For everyone else, TARGETING your message is essential. Get your message in front of a qualified prospect, and turn them into a customer.