It's a world where
you are not disabled by guilt because the money you just spent on an ad didn't
quite pay for itself. It's a world where you admit that you don't have
all the answers, but are willing to learn from the open exchange of thoughts,
ideas and experiences of others.
There are many different types businesses
operating around the globe. There are even some types of businesses that
haven't even been invented yet. With so many types of businesses around,
how can we develop an advertising strategy that applies to all of them?
First we must realize that advertising is
not about what type of business you have, it's about people. The number
of different business types is infinite. In contrast, there are no new
types of people being invented in the foreseeable future. We may see
different fads, styles, religions, beliefs and other human characteristics
manifest themselves over time, but when it comes to the types of people you
will deal with on a day-to-day basis, the number is finite. Just about
every type of person you will ever encounter, has already been born. Not
only that, they have been around long enough to be studied. The more you
know about the people who are likely to buy your products and services, the
less likely you are to fall prey to bad advertising investments.
Common Advertising Mistakes
Listed below are some of the most common reasons ads don't
get the desired results
- Companies are too in love with their
name
- Ads sell features and not benefits
- Ads are too general and do not target a
particular group
- Ads don’t push the right emotional hot
buttons
- Marketing strategy not consistent with
industry’s stage of the life cycle
- Left-brain ads going after right-brain
targets
- Companies make their product/service too
hard to get
- Marketing is not a part of the
company’s total operation
- All the emphasis is placed on
“getting”, not enough on “keeping” Customers
- Sales staff does not know what to do
with leads
- Telephone staff does not ask for the
sale or appointment
- Service/product does not back up its
promises
- No follow-up after the sale
Before you spend another dime on
advertising, you must first understand a concept called "marketing".
The marketing concept holds that, the key to achieving organizational goals
consists of being more effective than your competitors in determining, and
then satisfying, the needs and wants of target markets. By understanding
what motivates your target markets, the more effective your ads will be, and
the less likely you will be engaging in advertising that doesn't work.
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