Advertising Mistakes - April 2004

Advertising can be one of the fastest ways to market and grow your business or it can be one of the quickest ways to go out of business. Effective website advertising is aiding over 56% of Australian businesses - Brisbane, Caloundra, Sunshine Coast, anywhere. Read about web design essentials.

With the right ad you can attract clients to your business and increase your profits. With the wrong ad you can spend your way into bankruptcy.

To grow your business you need to attract the attention of your prospects, advertising can help you do so if used correctly.

Unfortunately, many small business owners waste thousands of dollars on advertising efforts that only achieve minimal results.

If you want to get the most from the money you spend to promote your products and services, make sure to avoid these common mistakes.

Having a Weak Marketing Message

All too often you see ads and it takes some thought to figure out what they are even promoting. Make sure your advertisement includes a 7-10 word description of who you serve and the problems you solve so people who read or hear your ad know how you can help them. For poorly performing websites see our web redesign service.

Using the Wrong Words

A word here, a phrase there, can change your response rate by hundreds of percent. When you spend money on advertising, first test a number of versions of your copy to identify the one that works best. Just by revising her ad copy so it was client and problem centred, I helped one small business owner achieve her best month in sales ever.

Focusing on Your Products and Services

If you want to get the attention of your prospects, speak to their needs and wants. Your prospects' primary oncern isn't that you've been in business for 25 years; it is, do you know the problem they want to solve. Use your ad to identify at least one common problem of your prospects and the benefit of using your product or service.

Missing Motivation

Most ads miss the mark in moving prospects to action.
If you want to prompt prospects to visit your web site or your store or to contact you, include an offer that motivates them to do so.

Lacking in Frequency

Some people make spur of the moment buying decisions, but most need to become familiar with your services and products, and this takes time. If you want your advertising to work, you need to ensure that your prospects see or hear it regularly. When advertising on the web ensure your website homepage loads quickly.

Web Sites that Don't Move Prospects to Action

Many small business owners direct prospects to a web site where they have more extensive content covering available services and products. I constantly get calls from people who have been successful at attracting prospects to their web site, but generate few sales.

Once prospects get to your web site make sure the content and visual organization moves them to take the action you want them to. This is covered in details in our article on website links. Whether it is providing them with ample opportunities to fill in your service inquiry form, or including a subset of your product catalog in your web page navigation bars, help prospects move to client and customer status.

Lack of Follow Up

Sometimes making a sale requires sending a note or picking up the phone and calling your prospects. If you have an effective lead generation strategy,
prospects will provide you with their contact information and the problem they want solved. Use the web, email, and the phone to follow up and close the
sale. Get in Touch

Business marketing

Lack of Tracking

If you are making more from your advertising than you are spending, you're ahead. Frequently small business owners can't tell you which of their efforts helped bring in the business. Track each of your ad campaigns and you'll know where to spend your money in the future, what to modify and what to eliminate.

  • Do you know how many sales and how much money you
    made as a result of each of your advertising campaigns?
  • Are you making any of the above common marketing
  • What elements of your marketing should you change?

Put your marketing house in order. Fix your strategy and your materials. If you don't know what to change or how to change it, use experts to help you with strategy, copyrighting, design, PR, and media placement.

Avoid these common marketing mistakes and you'll find more people contacting you about your products and services and that you're making more than you're spending on your advertising.

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