1. EVERY NEW BUSINESS HAS THE POTENTIAL TO BE THE NEXT MICROSOFT OR ANYWHERE IN BETWEEN OR BEYOND

2. IT'S NOT WHO OR WHAT YOU ARE THAT DETERMINES SUCCESS OR FAILURE.  IT'S WHO OR WHAT YOU "APPEAR" TO BE IN THE EYES OF PEOPLE WHO ARE YOUR POTENTIAL CUSTOMERS.

3. NO AD EVER WORK ALONE!  ALL ADS GENERATE RESULTS COMPOUNDED BY ALL THE PREVIOUS ADVERTISING YOU HAVE DONE. 

4. BRAND NEW BUSINESSES ARE STARTING FROM SQUARE ONE  -- NO RESIDUAL EFFECTS WHATSOEVER -- SO YES, YOU ARE NOT GOING TO GET YOUR INVESTMENT BACK ON YOUR FIRST FEW ADS -- ESPECIALLY IF YOU ALLOW YOUR ADVERTISING TO GET TOO COLD.  (THIS IS WHY MOST SMALL ADVERTISING JUST DOESN'T PAY.)

5. FIND YOUR NICHE AND MAKE A PEST OF YOURSELF! DO NOT LET YOUR POTENTIAL CUSTOMERS GO EVEN A WEEK WITHOUT SAYING "HELLO -- HERE I AM!" IN AS MANY FUN AND CREATIVE WAYS AS YOU CAN.  YOU DO NOT WIN FRIEND OR CUSTOMERS BY BEING A SERIOUS, BUSINESS ONLY"  PERSON.  AND YOU DO NOT WIN FRIENDS OR CUSTOMERS BY COMING ON HOT AND HEAVY AND THEN DISAPPEARING FOR THREE MONTHS -- UNTIL YOU ARE HOT AND HEAVY AGAIN. 

6.  WHEN ASKED WHO YOUR POTENTIAL CUSTOMER ARE -- DO NOT ANSWER "EVERYBODY!"   THAT IS THE EASIEST WAY TO GO OUT OF BUSINESS -- TRYING TO REACH EVERYBODY WITH EVERY KIND OF ADVERTISING THAT PRESENTS ITSELF AT YOUR DOOR.  AFTER ALL, HOW MANY FRIENDS WOULD YOU KEEP IF YOU WANTED TO HAVE ONE HUNDRED CLOSE FRIENDS?  YOU WOULD LOSE MOST BECAUSE IT IS NOT POSSIBLE TO PROPERLY KEEP IN TOUCH WITH ALL HUNDRED ON A WEEKLY BASIS.

THE SAME IS TRUE OF CUSTOMERS - BUT ON A LARGER SCALE.  BE CHOOSY AND DO NOT WASTE MONEY ADVERTISING TO THE "ENTIRE CITY" WHEN YOUR ONLY TRULY POTENTIAL CUSTOMERS LIVE USUALLY IN A RADIUS OF "TWO MILES TOWARD AND ONE MILE AWAY FROM CITY CENTER "  WHICH IS TRUE FOR MOST STORES AND BUSINESSES WITH ONE LOCATION.

7.  PLAN YOUR ADVERTISING ACCORDING TO YOUR VISION FOR YOUR BUSINESS.

8.  KNOW YOUR LIMITS AND BE PREPARED FOR THE RESULTS.