Advertising Techniques to Avoid

                                                                                         

Sometimes the ideas that seem so great and well thought out can really backfire. Take a lesson from the advertisers before you, and don’t use the following techniques that have bombed in the past:

Using borrowed interest. Borrowed interest is when you try to associate your business or product with something that has nothing to do with either. Many people have tried jumping on this bandwagon only to fall off. Some advertisers have even used other product’s taglines, like “Got milk?” in a poster, only to say under that phrase “Neither do we. But now that I have your attention …” It just doesn’t work. Cute puppies and kittens attract a lot of attention, but if you don’t run a pet business, or if your product has nothing in common with puppies or kittens, don’t use them. Cottonelle uses a talking puppy in their ads and it works because puppies are comforting, and comfort is what the company wants you to think of when you think of its toilet paper.

Event and small-holiday sales that aren’t related to your business. Other than Christmas and Thanksgiving, you shouldn’t align your sales with holidays. It’s silly to celebrate the Indy 500 with a sale – if that event has no relevance to your business. Now, if you sell tires or something Indy car-related, then that makes sense and you should do it. But if you sell dog clothes, don’t have a sale to celebrate the Indy 500 or around small holidays, like Presidents’ Day, just because everyone else does.

Avoid running the same kind of advertising everyone else is. This means around Valentine’s Day, don’t use the sane old shtick about Cupid piercing an arrow through your deals. Don’t say it’s the luck o’ the Irish that’s bringing your St. Patrick’s Day sale. If you use the same wording as everyone else, you’re just going to get lost in the crowd.

Don’t change your ads because you’re bored with them. Keep your ads the same for as long as they are working. Of course, you can come up with variations or improvements, but don’t pull an ad because you’re bored; pull an ad because research tells you customers are bored. People haven’t seen your ad as many times as you have – some people haven’t even seen your ad. People remember you by repetition, so don’t pull your ads until you’ve given people enough time to remember them. The same thing goes with business card printing – don’t change your business card design because you’re sick of looking at them – if they’re working, don’t change them!

Don’t create too many ads. Invest your money wisely by creating four to five really good ads. Pay more for better copywriters, better graphics and better material (like quality paper). Write your ads so that people will want to know more and will visit your Web site or call you for more information. Don’t try to cram all your information into your variety of ads.

Avoid these pitfalls and you’re sure to be on your way to a successful ad campaign!

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