Most advertising professionals know what makes great advertising. But they work in a volatile business and are generally afraid to talk about it - so they keep it a secret. Whether they are employed in corporate marketing departments or in advertising agencies, the risk is great. "They could get fired if they do something outrageous and it fails," according to John Howlett a twenty-six year veteran of the New York area advertising business.

On the positive side, advertising professionals can also get promoted for exhibiting marketing genius! They could do this by developing brilliant ideas that help catapult their company's business.

In the advertising business, it is the "Big Idea," which is also the name of a hit cable TV show hosted by Donny Deutsch, one of the most famous "go for it" ad guys of the last twenty years. His mega agency does outrageous and distinctive work for clients. He helps his clients sell a lot of their products, and in the process, makes himself and his partners very wealthy.

Unfortunately, few companies break away from the "follow the leader" mentality or the trendy "flavor of the day" thinking. It's safer that way. It is also the reason why most advertising is ineffective and goes unnoticed. Just imagine someone having the courage to speak up and talk about what they know (secrets) about advertising without any fear of failure or guarantee of success.

Here's seven simple secrets to get to great advertising.

1) Be Honest ... Avis car rental did it fifty years ago by admitting "We Try Harder" because we're number two.

2) Take a Stand ... BMW "Ultimate Driving Machine" then delivered on the proposition with divine design and precision performance.

3) Customer Service ... Commerce Bank, Convenient banking. Open Sundays. Wow! Number one in JD Powers Customer satisfaction.

4) Have Personality ... Target Stores. The mass merchandiser makes it hip, cool and trendy to shop.

5) Sell Benefits ... Seattle's best coffee. They put the benefit in their name. A great strategy.

6) Focus on Strength ... Verizon with "can you hear me now" focused on superior cell tower distribution. Their strength vs. the competitor's weakness.

7) Be Thankful ... In a commoditized world the customer can buy from anyone, including your biggest competitor.