DO's

Do - Track where your clients are coming from. Set up a way to measure results. Keep accurate records tracking specifically how clients were referred to. Ask how they found you. If they say "the Internet" ask them specifically which site. Do - Base your advertising decisions on the return on investment (ROI) of the ad, not the cost of an ad. You need to think about the risk/reward ratio. Compare the cost of advertising to the amount of revenue received from it. Were the fees generated from the ad greater than the cost of the ad? If the answer is yes than that ad is working for you. Do - Keep your contact information up to date. If you move or change your telephone number update all of your advertising to reflect the new information. Do - Highlight what makes you unique when setting up your ad. Include information that sets you apart from the competition.

DON'Ts

Don't - Discontinue advertising based on the current economic situation. Cutting your marketing budget is a sure way to give potential clients to competitors who may be more aggressive during the downturn. A difficult economy is the time to increase your marketing. Don't - Assume that if an ad doesn't work immediately it won't be successful. Sometimes advertising does not produce results instantly. You have to stay the course. Don't - Limit yourself to only one advertising medium, be it the internet, yellow pages, print media or TV/radio.

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