Creating an advert in a local paper will get your name out there but it won’t necessary get that phone ringing. Creative advertising works in the exact same way as corporate branding – unless you catch that person’s eye on the initial scan they’ll bypass you like a big issue seller in the street. It’s all about drawing them in with a point of sale. People are far too busy to read an essay or find out what screws are supplied in the cupboard they’re buying. They want to know quickly what’s on offer and why they should buy it from you.

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