There are many design principles given throughout this book in regards to marketing. Make sure they are communicated to the correct people in  advance. Never assume that everyone knows already (they don’t).

On a side note, this is true even for ‘professional’ advertising.

For example, the Yellow Pages or a newspapers advertising department will supply you with a designer to create your advert. Never use them. Most use classical advertising layout formats that look professional, but do little.

If you want to get the most out of any advertising you do, ensure your marketing team (which is probably you) is actively involved at every step.

Back to the point…

Spend money if you need to. But do not settle for second rate graphics or design. It will cost you more in the long-term.