“We live in an over-communicated society whose attention has been fractured by too much media. So never assume that people will be paying attention to your ad,” says Roy Williams at Entrepreneur Magazine. Here are the most common advertising mistakes to avoid.
1. Emphasizing Features Rather than Benefits
If you are a health food store, you sell a healthy body, not your store hours. A jewelry store sells luxury. If you’re a travel agency, you sell once in a lifetime travel experiences. The potential benefits of your product or service is what motivates sales. So while including features in your ad isn't a bad idea, emphasizing benefits is a better one.
2. Changing Your Ads Too Frequently
Studies show that customers need to see your ad at least seven times before it makes an impression. If yours is a new business, give customers time to get a general sense of your business. Established businesses can use a standard template for recognition, and change the ad copy to reflect special promotions or seasonal changes.
3. Trying Too Hard to be Different
Although creating a unique selling position can show why you’re different, edgy or wacky advertising can make your company lose credibility. “In their quest to stand out in an increasingly ad-cluttered world, many marketers forget that not all attention is created equal. What's more, when everyone else is striving to be out of the box, a quiet, attitude-free approach might have more edge than you think, “ writes Alison Stein Wellner in Inc. Magazine.
4. Overlooking Existing and Former Customers
“Your existing customer base is the best resource you have,” says the National Federation of Independent Business. “They've bought from you before, and they're likely to buy again. Reach them through special promotions and sales.” A cost effect way to market to your existing and former customers is with email marketing.
5. Stopping Your Ad Campaign Too Soon
It’s important to have a solid marketing plan before beginning your ad campaign. New companies often give up after a three to six month run, but new businesses need at least a year of carefully planned advertising before significant results are seen.
6. Choosing the Wrong Media
“Make your ad budget work harder for you by specifically creating ads that work in a limited selection of media. Find out which of the various media options have the most readership with your target groups, then put all your money in those,” says George Parker in Entrepreneur Magazine. If your business caters to a niche market, generalized marketing like television ads will be a waste of money.
“People are always looking for the better deal. This does not necessarily refer to price. It can be a better product, superior service, and yes, the best price,” says Desmond Mantor, Marketing Manager for Have Traffic. “Your ad must tell customers that there is something unique and valuable about your company and what it has to offer.”
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