Do you make these
mistakes in advertising?
Here is a few common mistakes
entrepreneurs, owners and managers make when it
comes to marketing.
1. Failing to advertise.
Advertising
works. That’s why you see it everywhere you
go. If you don’t advertise your business won’t
go anywhere. ‘The best advertising is word of
mouth.’ Sure it is, but first you have to get
people talking and the business with the most people
talking, wins.
2. Failing to spend enough money.
The ad that’s too small to
be noticed or not placed in front of your best
customer enough times is money wasted. A great
ad still needs to be seen and have the opportunity
to be remembered.
3. Failing to craft your message.
One great ad is worth ten
mediocre ads. There are so many messages out
there that yours needs to stand out, way out.
Take the time to know what motivates your best
customer and make sure that’s the largest portion of
your ad.
4. Testing media with one or two insertions.
The odds of one ad
(whether it’s print, radio or television) showing a
measurable return is low. Your test has
ensured the medium will fail. Make sure the number
of insertions is high enough. If a valid test
is out of the budget, put the money into a proven
technique instead. How do you know if it’s
high enough? Ask your ad sales representative
or hire an agency to tell you. You could save
thousands.
5. Testing the ad on your spouse.
This isn't effective even if he
or she fits the profile of your best customer (you
can’t really expect an unbiased answer). Before you
publish your ad or commit to printing your new
slogan on business cards, test it on your best
customers and the customers you wish you had.
They may interpret your message in a completely
different (or indifferent) way.
6. Paralysis through analysis.
Here’s a new twist on the
old adage ‘You can’t see the forest for the trees.’
As an integral part of your own business and the
author of your own ad idea, it’s very challenging to
step away and view it from a dispassionate third
person perspective. This leads to confusion as to
whether it’s the right or wrong thing to do. Hence
we do nothing. I’d suggest consulting with a
professional to review your ideas. You may feel you
can’t afford to, but I’d wager you can’t afford not
to.
These are a few mistakes that
often occur and are subsequently repeated. If
you feel a review of your marketing is in order or
you just want a second opinion on an idea please
email me at
mack@prophetmediagroup.com.