Consistency is key
One of the things that stops many small business owners or
managers from starting to advertise is that they feel that they
can't commit to running the ad that they would like to run on a
regular basis. This idea is both a good thing and a bad thing at
the same time.
Let's look at the good side for a minute. This school of thought
is good because it keeps the business owner or manager from
investing in a large ad and then stopping because they didn't
see results right away. Usually when that happens they are left
with the impression that advertising doesn't work and then
refuse to try it again. The most effective approach is to start
with a smaller ad that you can commit to run at least twice a
month, then as it delivers results you can increase the size,
add color, or both. Remember, people are bombarded each day with
numerous advertising messages so you should usually not expect
to see measurable results until you've run your ad a few times.