Common Advertising Mistakes
by Dera DeRoche-Jolet

Because advertising is not an exact science, your ad campaign will sometimes be “hit and miss.” That doesn’t mean that advertising is a shot in the dark.

There are a number some very common advertising mistakes that will cause you to definitely lose sales and in essence, throw away your advertising dollars. However, you can easily avoid these mistakes once you become aware of them.

One Time Advertising
Too many businesses run only one ad and then just sit back and wait for the phone to ring. We know that’s not going to work. Most prospective customers will not buy the first time they hear or see your sales message. They may not be ready or may not be comfortable with your company yet. But many will buy later if they continually see your message. Consistent advertising keeps putting your name and message in front of them, which not only offers a reminder but also reassures them about the stability of your business.

New Customer Advertising
While there’s nothing wrong in looking for new prospects, don’t forget your current customers. Businesses often devote all of their advertising efforts to attracting new customers but they devote little or no effort to cultivating these prospects for future sales. Your current customers are prospects too. Stay in contact with them and keep your message in front of them as well. It's easier to make a sale to a previous customer than to someone who never bought from you.

Start and Stop Advertising
Advertising relies on continuity. Unfortunately, many businesses reduce their advertising when sales are increasing. On the other hand, the same companies will step up their advertising when sales decline. This pattern of “off and on” advertising generates a repeating succession of high and low sales. It also prevents the business from growing.

Instead, alarm companies should develop and follow a plan of regularly scheduled advertising - regardless of your sales volume. Continuous advertising will produce a steady growth.

Unplanned Advertising
Without a direction how can you know where you’re going? Many businesses get poor results from their advertising because they target prospects that have little or no interest in what they are selling simply because they choose the cheapest advertising instead of looking for low cost targeted advertising.

Take some time to research and plan your advertising efforts. Look for ways you can reach prospects that are likely to be interested in your product or service. Then design your message to appeal specifically to their interests and needs.

“Just the Facts” Advertising
Facts don't sell. Benefits sell. For example, which of the following has more impact?

"We provide complete acquisition services for selling your business."

"No more time clock. Now you can retire and take those long vacations you dreamed about."

The first focuses on the company and describes the service it provides. The second focuses on the benefit to customers provided by that service. It attracts attention - and will generate more sales.

Imitation Advertising
Imitation may be the sincerest form of flattery but copying a competitor’s ad ideas is doing a disservice to your own company.

Instead of copying your competitors advertising ideas, improve on them. Give your customers a reason to buy from you instead of from a competitor. This can be as simple as including a unique bonus only you can offer - or providing the personal attention your competitors are not willing or able to provide.

Advertising doesn’t have to be a shot in the dark. Take steps to avoid these mistakes - and maximize your results.