More advertising blunders
After finding that ad yesterday that forgot to say what it was or where it was, I kept reading. I found more ads that really were a waste of money, for two reasons.
Some had mistakes that made the business look unprofessional. For instance, one automotive company announced a new employee and invited us to come in to meet him. Then it said, in large print: “While your here, have your brakes checked for free.” Did you catch that? Your here. Not you’re here, but your.
I questioned why the newspaper didn’t just correct the error, but maybe that’s against policy.
The second big blunder that most of the ads made was in not giving the reason why anyone would want the product or service. They just didn’t say what the customer would get out of buying from them!
Now that’s OK if you’re just advertising a hot price on a product everyone wants, but not if you’re trying to tell people to buy your widget.
Before you place your next ad, stop and think about it. Are you giving people a good reason why they need you? If you have a widget to sell, are you telling about its features or its benefits?
Remember, nobody really wants “stuff.” They want what that “stuff” will do for them.
If you get stuck figuring out how to let them know, call me! I specialize in telling people good reasons why they need and want what you have to offer.
You can reach me at 208-448-1479 or at: writer@marte-cliff.com.
Until tomorrow, good marketing!
Marte
Posted: January 19th, 2007 under advertising, benefits, marketing.