This article reports on a specific case of the READ Center--a community-based literacy organization (CBLO) in Richmond, Virginia--and its attempt to develop promotional materials that will encourage low-literate adults to enroll in literacy programs. The article also offers insight on how literacy organizations may utilize the practical experience of the READ Center to provide guidelines for improving their marketing and instructional efforts. Literacy organizations should not neglect constant monitoring and revision of promotion materials in order to maximize their effectiveness, and provide the greatest benefit for the target audience.