The 5 Biggest Advertising Mistakes
Here are the 5 biggest advertising mistakes and what you can do about it.
Mistake Number 1 – Advertising to Everyone
As we spoke about the other day when we spoke about the Market, Message Media formula for marketing success, by making your advertising message too broad and trying to appeal to anyone you are actually appealing directly to no one.
Solution: Target your message to the section of the population you actually want to serve.
Mistake Number 2 – Not Understanding The True “Lifetime Value” of a Customer.
Most businesses look at the cost of advertising and think they need to recoup that full investment from the direct response of the ad. Instead, they don’t recognize that new customers who come to them from an ad have a lifetime value that is usually far greater than the revenue of their initial clean.
With good follow up you could keep that customer coming back to you for many years to come.
Solution: Recognize that customers have a lifetime value, and position your ads and business for maximize repeat purchases.
Form a quality bond with the prospect with your newsletters and birthday cards etc and they should become a source of wealth for a long time to come. It may be worth spending a little more on your ads once you realise the lifetime value?
Mistake Number 3 – Focusing On Just One Type of Marketing.
Your prospects may need repeat exposure to your marketing messages before they ever remember seeing it. Studies suggest you may need between 3 and 12 exposures before your marketing is effective. If you only restrict your advertising to one format or one medium, you are missing out on the opportunity to be seen more often.
Solution: Diversify your advertising across multiple formats.
Mistake Number 4 – Creating Ads With No Punch
If you don’t have a great message or a compelling ad, people will not notice it. If your ad looks like every other carpet cleaning ad, people will not notice your ad. If you use the same rubbish images as everyone else, you know the ones with the spilt coffee mug or a dog running across a light carpet (MEGA YAWN) the people won’t notice your ad.
Ads need to make an impact in order to be noticed, and if you have a weak ad, you are simply throwing your money away.
Solution: Look for ads that make an impact on you, and emulate their structure. Make your ads different, exciting and appealing to your target market.
Mistake Number 5 – Thinking The Prospect Gives A Toss About You
What would you think if an flyer came through your door saying …
“We’ve been in business since 2010”
“We have 4 staff”
You’d probably be thinking the same as me, which is …”So What …?”
The prospect doesn’t give a rats a**e about you. That’s a FACT. Stop telling yourself anything different.
If you don’t believe me, then go up to a random stranger in the street and tell them all about yourself and see what reaction you get. It’ll have the exact same effect as a new prospect seeing your marketing.
Solution: Get telling the prospect how you can solve their problems. Forget telling them about YOU UNLESS it adds credibility to your offering. Your marketing MUST be focused on your prospect and how you can help them with their needs, so WHAT do your prospects want to hear from you?
Coming Up Tomorrow …
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