by Asa Beavers
There are some common mistakes that many small business people tend to make when it comes to advertising. Here are the Seven Deadly Sins.
- Not properly targeting the market. Too many small businesses have a vague notion of who their customers are (age, income level, schooling, etc.). You have to really know your customers to find the right media source that reaches them. Are your customers affluent, or not? Young or old? Educated or uneducated? Knowing the answers to questions like these will help you pinpoint what they listen to, watch, and read, and help you know where to advertise.
- Not having a large enough budget. Yes, there are ways to advertise on the cheap, and some are effective. But know this - media outlets that are cheaper are cheaper for a reason. Less people read/listen to/watch them. If you are going to run an ad campaign, try to spend enough to make it worth your while.
- Creating a bad ad. Sure, it's great to have some funny ads, but if it either doesn't cause people to remember the name of your business or doesn't compel them to buy your service or product now, it's a bad ad, despite the humor. You want your ad to be memorable and persuasive, not funny but forgettable.
- Wasting valuable space. If a column in the newspaper or a minute of airtime on the radio runs $100, then every word counts. But too many small business advertisers waste valuable time and space on unnecessary words. Phrases like locally owned and operated, does nothing and means nothing to most consumers.
- Lack of consistency and repetition. When it comes to advertising, repetition is the key. Running a consistent ad time after time builds brand awareness. Even if someone vaguely notices your ad for months, it still might be registering. When the potential customer needs what you offer, the name of your business will be triggered, that is, if your ad has been consistent and repetitive.
- Bad headlines. "Donate that car or truck" the local ad reads. Big deal. Who cares? If you want people to notice your ad, you better grab their attention quick. "Man bites dog!" or "The lazy man's way to riches" are the sorts of headlines you should strive for.
- No call to action. The best way to remember what a good ad looks like is the AIDA moniker: Attention, Interest, Desire and Action. First, grab their attention and stimulate their interest in what you are selling. Next, create a desire on their part for what you are selling, and finally, offer a call to action. Too may ads fail to give potential customers a reason to act now. That is why expiring coupons, sales that are ending or a free offer for calling now are so effective. They get the customer to act, and that's the whole idea.
About the Author
Asa Beavers is a small business coach and consultant. He shares tips, techniques and strategies with smalll business owners to boost clarity and focus, create strategic action plans, and increase sales and profits. Visit his website at www.redlinebsg.com, email Asa at asa@redlinebsg.com, or call 919-367-0790.