This holiday weekend, almost everyone in America will see and hear fireworks. Whether it's an amateur display with bottle rockets and roman candles or a professional celebration over the Charles River accompanied by the Boston Pops, there will be flashing lights and loud bangs all across the country.

Here are some marketing lessons to take from our Independence Day fireworks tradition:

• Don't disturb the neighborhood.  Lighting firecrackers at 1 in the morning without telling anyone could upset your neighbors. Planning a safe performance at a reasonable time can be fun and entertaining. Don't just "bomb" your customers with random sales and disconnected updates; tell them what to expect and follow through on your promises.
• Practice variety.  Some people like the quick flashes with a loud bang. Others like the 'weeping willow'affect as it lights up the sky. Different colors and shapes appeal to different spectators, but no one likes the same thing all the time. Keep your messages interesting by providing a variety of content.
• Find the right setting.  You wouldn't watch a fireworks display if they were hidden by buildings or mountains. It would be tough to enjoy the show if there were too many other lights and sounds in the area. So be sure to choose the right medium for your message - if you can't find a way to make your television commercial stand out from the rest, try radio or newspaper ads.
• Leave with something memorable.  The "grand finale" should be something that keeps people talking long after the display has ended. As the smoke fades away and the lawn chairs get packed up, what will the audience be talking about? If you can deliver (and exceed expectations) on your calls to action with quality products and services, your customers will be talking long after the final interaction.

I hope you have a safe and wonderful Independence Day weekend... and enjoy the fireworks!