Make sure all your marketing is clear, direct and consistent. The saddest thing in the marketing world is an ad or a brochure that leaves people scratching their heads and wondering what the company is selling.
Always have 2 or 3 people from outside your business review and critique any marketing you plan to do. Pick people who will be brutally honest with you. Have them look at your proposed ad or brochure or mailer and ask them what they think – before you approve it for production.