Common Advertising Mistakes and How to Avoid ThemCopyright© Thierry Goho
http://www.gohomoney.comThere is an old saying in the advertising industry: The best advertisement is the one that offends no one. The person who said the quote has been lost to history, and perhaps the quote itself should suffer the same fate. While many people still create their ads with this line of thinking, the fact is that it is ineffective. The end result of this kind of thinking is a bland, unclear, and generic advertisement that will not bring new customers in the door. Instead of worrying about how not to offend customers, advertisers should be thinking about how to entice new customers.
One of the biggest mistakes companies make when they create an advertisement is to copy what everyone else is doing. This forces a homogeneous, boring advertisement that will do nothing to bring in new business. Yes, the advertisements may sound professional, but that should only be a concern if you are in the business of impressing your friends. Hopefully, that is not the case. If your businesses is to draw new customers with your ads, you need to remember the ads that have stuck in your mind from years past. Were they the ones that seemed to hit all the right notes and sounded professional and smooth? Or were they the ones that went outside the box and surprised you with something you did not expect? Chances are, it was the latter ones. Go and do likewise.
Do not create an advertisement that promises unclear results. Giving empty promises like guarantees mean nothing unless you take the time in the ad to explain exactly what you mean by that guarantee. Using your ad to tell people you use patented Cal-Tron technology means nothing unless you explain to the viewer why that should be important to them. You only have a limited window of opportunity to make the most of your advertising dollar; do not waste it with information that does not connect to the customer in any meaningful way.
With advertisements, it is important to be creative, but do not be so creative that you forget to sell your product. Entertainment is fine, but if that entertainment does nothing to persuade anyone to buy from you, then you might as well go make movies. A good way to find out what not to do when it comes to advertising is to watch a couple of hours of MTV (if you can stand it). Their station advertisements are very creative, and they do say MTV at the end, but otherwise they have nothing to do with anything. Unless the objective is simply to persuade viewers to watch the channel in the hopes of seeing more strange advertising, the ads are worthless.
Advertising can be a complicated process, but with research, time, and a lot of creativity, you can create ads that will draw customers in to your business. Remember that even an advertisement that people hate will not keep them away from your business. In fact, ads that stick in viewers minds can be the most effective of all. You want to create brand recognition, something that will make your ad play in the viewers head when it is well off the air. Some might say, I will not shop there because I hate their ads, but few would follow through on that promise. Create ads with ingenuity and originality in mind, and ignore the old and outdated advice.
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