Advertising can help build your sales, but only if you follow the five rules outlined in this do-it-yourself manual for small business owners and managers.

"Your Customers, Bert and Bertha" explains how to identify your best customer and build an advertising strategy that appeals to them.

"Pay Attention To Attention" shows you how to build attention-getting devices into your ads (regardless of the medium you use) so your messages rise above the babble.

"Advertising's Four-Letter Word" points out the biggest mistake most small business advertisers make—and how to avoid it.

"Just A Little Reminder" demonstrates how to build a memory trigger into your ads so customers think of you first.

"Media Buying Simplified" takes the mystery out of spending advertising dollars so you get the most bang for your buck.