Successful marketing campaigns have several essential elements in common to turn prospects into customers, according to Kim Gordon of Entrepreneur.com:

1. Stimulate a response - Every ad must direct a customer to do something, such as visit your website or contact you by phone but you must give them excellent reasons to do it.
2. Open minds - We are always looking for the latest and greatest versions of goods and services.  This could easily be done by differentiating your company or simply promoting a special product your competitors do not have.
3. Engage the right peope - Make sure your ads have immediate appeal to your targeted prospects to which your prospects can easily relate.  Buzzwords and images always help.
4. Ring true - Make your advertising claims credible and show them tools where they can find more information about your products and services.