The ads themselves, including the ones you see and hear on this page, are the fun part. They’re what’s out in the public.

But a lot needs to happen before you get to that point. Who is your target audience, and what do you want them to do? What tone and personality should your ads have? What sets you apart from the competition? (Friendly staff and high quality don’t count. Everyone has those. What really sets you apart?)

When is the best time to advertise, and where? How much budget should be allocated? How will we measure effectiveness? (Advertising awards don’t count. Everyone has those. How will we really move the needle?)

You certainly don’t need all these steps to create ads. But you do to create results.