1. Allow the same listener to hear the same ad at least 3 times every 7 nights sleep (sleep erases advertising)

2. Give up reach (the number of people who will hear the ad) for frequency

3. Own the same audience 52-weeks a year 

4. Don’t try and predict the moment of need (Tell the customer why and wait for when)

5. Dominate one medium (do one thing well)

6. Long-term, intrusive media (sound) beats passive media (sight)

7. You need patience (the longer your product purchase cycle, the longer it will take for your ads to start working)

8. Don’t buy station “branding packages” (they are designed to be affordable for small businesses but FAIL the first two points above)

9. The greatest media schedule will fail if your message is not relevant and persuasive