Cavanaugh Gray

Cavanaugh Gray

CAVANAUGH L. GRAY is director of business development for The Entrepreneur Café, L.L.C. in Carbondale. To learn how to create a winning ad for your small business or for information on how to start, grow and succeed in small business, be sure to follow The Entrepreneur Café, L.L.C. on Twitter www.twitter.com/TheECafe or at www.ecafellc.com.

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Recently, The Entrepreneur Café, LLC released our newest product, a small business database with hundreds of resources to address small business concerns. Excited that the project was completed, I turned my attention to developing an ad that would effectively communicate exactly what we wanted to say. After finishing a couple of drafts of the ad, I quickly realized that something was missing. Over the years, I have used some variation of this formula; however, I knew that if I wanted to nail this ad, I would have to fall back on what I learned in Advertising 101. It's important to note that without knowing the A.I.D.A. formula, your advertising won't get very far.

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