- THE DESIRE FOR INSTANT RESULTS
The ad that creates enough urgency to cause people to respond immediately is the ad most likely to be forgotten immediately once the offer expires.
- ASSUMING THE OWNER KNOWS BEST
Most business owners are quite unqualified to see their company or product objectively. Too much product knowledge often leads them to talk about features that prospective customers don’t really care about, or answer questions no one is asking.
- UNSUBSTANTIATED CLAIMS
Advertisers often claim to have what the customer wants, such as “highest quality at the lowest price,” but fail to offer any evidence. You must prove what you say in every ad.
- CREATING ADS INSTEAD OF CAMPAIGNS
It is foolish to believe a single ad can ever tell the entire story. The most effective, persuasive, and memorable ads are like a rhinoceros: they make a single point, powerfully. An advertiser with four of five different things to say should commit to a campaign of at least two or three different ads, repeating each ad enough to stick in the prospective customer’s mind.
- RELYING ON LATE-WEEK SCHEDULES
Advertisers often schedule their ads on Thursday and Friday, saying, “We need to reach the customer just before he or she goes shopping”. Why do these advertisers choose to compete for their customer’s attention each Thursday and Friday when they could have a quality conversation with prospective customers on Sunday, Monday and Tuesday?
- FORGETTING THE WEBSITE.
Advertising Strategies for better results shown that over 90% of prospective customers visit an advertiser’s website after seeing or hearing an ad, before they proceed further and make a purchase decision. Yet many advertisers forget to feature the products or services that they are selling on the home page of their website.
- BUYING ADS ON THE WRONG STATION OR WRONG MEDIA
Many advertisers fail to take the time to think through the targeting of their campaign, and write down critically important information on the profiles of the prospective customers that they are seeking to attract. They fall into the trap of buying radio and TV spots on the basis of just the price.
- CONFUSING REACTIONS WITH RESULTS
The goal of advertising is to create a clear awareness of your company and its unique selling proposition. Unfortunately, most advertisers evaluate their ads by the comments they hear from the people that they know. When we mistake these types of opinions for results, we create ads that often say nothing of benefit to potential customers.