Junk mail. We all get it. And it goes straight to the trash can. How do you make sure your marketing piece doesn't end up in the round file?

Give it the 'who cares' test. You have approximately five seconds to get your prospect's attention. Make those five seconds count!

1. Start with a grab 'em headline.
   
   
2. Follow with a transitional sub headline.
   
   
3. Make the body count.
   
   
4. Give them a reason to call -- now.

What are your marketing pieces doing for your company?

Denise O'Berry

With more than two decades of operational and management experience, Denise O'Berry has developed a sharp eye for how businesses get bloated with inefficiencies, cross-purposes and miscommunication -- and how they can retool for a sleeker, smoother, strategically focused organization.

An entrepreneur who quickly built her own successful consulting business, she helps other small business owners set priorities, take action to grow their business and create the balance they want between life and work. Her clients have ranged from telecommunications giants like Verizon to Mom-and-Pop retail shops with a primary focus on those having 10 or fewer employees and up to $2.5 million in annual sales.

Denise frequently speaks to professional organizations, is the author of three booklets, and several "how-to" manuals. She writes a weekly small business column, hosts an online small business owners forum and is called upon regularly by publications such as Entrepreneur, Bank Rate Small Business, Florida Trend, Inc., various newspapers, radio and television to provide expert comments on small business issues.