What can we learn from the world of advertising? That ads that are intrusive or annoying might stand out for most.  But seriously: billions are spent each year, in every country of the world, online and offline – surely something has been learned that can have direct applicability to us?

Effective advertising shares a number of key attributes. Consider this advertising checklist:

• Is the ad matched to the intended audience?
• Does the ad stand out from the noise of other ads?
• Does the ad have a clear message?
• Is it free of silly mistakes?
• Is it memorable?
• Does the ad build on – and help define – the underlying brand of the product?
• Does it contain a clear call-to-action?
• Is it possible to measure the effectiveness?
• Does it appear often enough to generate recall, but not so often so as to annoy?

All common sense, yet whenever we “advertise” our message, in proposals, presenteations, or even our resumes, our efforts rarely measure up. We become lazy, relying on boilerplate, memorized presentations, and content that is irrelevant at best.

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