5 BIG mistakes advertisers make

#1: INFORMATION OVERLOAD, NO MESSAGE

Resist putting  useless laundry lists of information in your ads.  Retailers are so  "inside" their business they think consumers want to hear about every  size, model, menu item and color.  You need to deliver one compelling  message about your business that will drive customers through the door. 

#2: REDUNDANT ADS

If you sell  big brands like cars, stereos or computers the manufacturer already spends $ millions creating consumer demand.  Your goal as a retailer is  to convince buyers to shop at your store.  So don't just repeat what the  manufacturer has already said.  Tell buyers what makes you the best  place to buy. 

#3: SPOTS VS AUDIENCE

Stations want to sell you as many spots as they can, a spot being one airing of your commercial.  But smart advertisers know no matter how many spots you buy you still may not reach a big enough audience to make your ad effective.  Always buy your campaign to reach a specific size of audience, not the number of times your ad airs.  One ad airing one time correctly can reach more people than 20 ads running incorrectly. 


#4: FEAR OF PROFESSIONALS

A lot of advertisers do their own advertising and voice their own commercials.  They believe they know how to talk to consumers. But to sound sincere and natural use a professional voice actor.  
And think twice about using the station's announcer.  They sound like they're reading the news. 


#5: EGO VS BUSINESS

 

Lots of retailers let their egos get in the

way of their business results.Their ads are all about them.  They are the stars

of their commercials. But, shouldn't you make your customers the real stars.  Make the ad about them.