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| 5 Advertising Mistakes Most Small Businesses Make |
By:
Robert |
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1. Don’t advertise at all If you are in business and you don’t do some kind of advertising you are not doing business. The only excuse for not advertising is that you have more business than you can handle and then you should expand, raise yoru prices, and advertise more.
2. Put all your eggs in one basket
One ad in one place does not make an effective campaign. A good advertising strategy includes a good mix of methods. Studies show that ideally you should be reaching your customers 4 or more ways.
Combining radio or TV advertising with print will increase the ROI of both. Multiple exposures to your message has a synergistic effect. Don’t blow the budget on a tv or radio campaign and forget other channels.
3. Don’t target your advertising
If you are selling a product or service targeted to people that earn in the top 2% income and you advertise in a mass market medium like the newspaper you are wasting 98% of your advertising dollars.
4. Run a cute or gimmicky ad
Ads that are cute and gimmicky may win advertising awards (and frequently do) but they do not sell unless they are designed to sell.
5. Advertise inconsistently
Ok you ran your 2 column inch display ad in the back of the local newspaper once and you didn’t get the 50,000 new customers you want. So, you pull the ad, change your whole message and put it somewhere else. No dice.
Consistency and repetition are cornerstones of effective advertising. |
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