5 Everyday Advertising Mistakes to Avoid
Is your marketing team paying attention to important details that can spell success for your company? It’s easy to point to bad marketing efforts – they are everywhere. Don’t become one a bad marketer! Here are tips to keep your marketing efforts on track and in the black.
Top 5 Advertising Mistakes and the Solutions
- Using “Don’t Forget”
“Don’t Forget” is most often seen in event notifications and in print ads announcing events as in “Don’t forget to mark your calendar”. Saying “don’t” is almost identical to saying “do”. Your reader is only going to remember the word “Forget”. That works against you. The Solution: Use “Remember ” instead of “Don’t Forget” or just use “Mark Your Calendar”.
- Not Including a Call to Action
This is a big no no but it happens every day. Solution: Use a checklist to verify that every ad meets your requirements. Sometimes a call to action isn’t really necessary. Ask yourself “What is the purpose of this ad?”
- Too Much Copy
If an ad has too much information or is too busy it is less effective. Solution: Keep your ads simple!
- Weak Language
This is a pet peeve of mine. “Let us handle your printing” for example, sounds needy, and needy, is off-putting for your customers: Solution 1: Use presumptive language. Example: “We handle all of your printing needs”. Solution 2: Promote your capabilities. Example “We handle everything from business cards to banners” or “We are the only offset printing shop in town!” Solution 3: Combine Solution 1 and 2. “We are the only offset printing shop in town! Shop Local!”
- Failing to Notify Staff about the details of an Ad Campaign
This is a huge mistake! A customer finds out about the offers in your campaign and walks in or calls your company. Your employee hems and haws and runs to ask another employee or the manager. This makes your company look extremely unprofessional. Plus, you had a Hot lead and dropped the ball. Solution: Keep staff informed about all of your marketing efforts. Make sure your foster a team environment. Employees that feel like part of a team will always perform better.
Questions to Ask Yourself to Avoid Advertising Mistakes
- Are your marketing experts reviewing the ad?
- Are you approving the ads before they are placed?
- Did you confirm that the ad meets the minimum requirements on your checklist? (what checklist?)
A Simple Checklist for Any Advertisement
- What is the main goal of this Ad and does it accomplish that goal?
- Is the logo featured prominently?
- If viewed from a distance does it catch your attention?
- Is there a call to action?
- Are there any typos?
- Does the Ad use Powerful Language?
- Is the contact information absolutely correct?