Growth comes from reflecting on both successes and failures. Below are the four most common advertising mistakes to avoid.
- Don’t wait to share news about your company, product, service.
- Communicating news is a prime opportunity to grab attention and motivate consumers.
- Research shows that news is strongly correlated to purchase intent. When you have news, don’t hesitate to shout it from the rooftops.
- Tread lightly with comparisons.
- Some comparative ads paint the competitor in such a negative light, they alienate the very audience they are trying to attract.
- Look for ways to show your company, product and service’s superiority without offending competitors’ customers.
- More isn’t always better.
- “It’s difficult enough to link one concept with each product. It’s almost impossible with two or three or more concepts.”*
- Strive for single-minded messages which feature a connected series of ideas.
- Advertising without value linkage is simply entertainment.
- Some ads are highly entertaining, but do not tie back to value and benefits.
- The strongest ads grab attention and also leave behind meaningful value to the consumer.
Avoiding these four common missteps should help create a stronger advertising message.
Source: Jessica Sanchez, Ameritest; Mediapost; *Al Ries, co-author of Positioning
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