Exactly what needs done really depends on a number of different factors, however, advertising follows a few basic rules. Figure out exactly who your target market and demographic is. Figure out the exact sex, age range, marital status, income level, and profession of your market as a minimum. You have to learn to think like they do and get into their minds. An accountant views the world very differently from a priest, and both view the world very differently than a prostitute. If your market is 21-30 year old female nurses earning $45,000 a year with 2 kids and a husband on average, you need to know how to communicate to them. Once you do that, figure out exactly how and where to communicate with them. Where do they spend most of their time that you can get your message in front of those who are most likely to purchase from you. It's a process of discovery really.