So, we present to you the 40 most popular advertising mistakes that we have noticed over the course of 8 years of practice.
1. Benefit overload
A short advertisement is stuffed with a huge number of advantages of using a product - both significant and completely insignificant. Firstly, such overload complicates perception. Secondly, Homer warned: avoid weak arguments, they only weaken your thesis.
2. Imitation of giants
"I want advertising like Apple" is a harmful desire for small businesses. Most likely, you do not have millions that you are ready to spend years on your image. Not understanding the difference between image and product advertising is a real scourge for some entrepreneurs.
3. Ignoring context
The perception of an advertising message is influenced not only by its content, but also by its context. A paintball advertisement next to an article about the shooting of teenagers is a fail.
4. Reluctance to test advertising
Good advertising or not, only testing will show to the end. You can forever engage in self-flagellation, trying to bring the layout to artistic perfection, and then it turns out that a more primitive solution is more effective.
5. "The Pike, the Swan and the Crayfish"
Here is a common situation in Russian small businesses: advertising channels are divided between several contractors whose actions are not coordinated. No one is responsible for the final result in profit. Contractors blame whatsapp number list pdf each other for the drop in sales. And the business owner himself is not able to competently coordinate the actions of hired specialists, since he is not a professional Internet marketer.
6. Edits based on the principle “because it seems”
Edits in advertising must be justified. It is important to understand that changes to a ready-made advertising layout often cause its further alterations. Changed the emotional coloring of the slogan - a different design will be required.
7. Customer's Dictate
An entrepreneur hires advertisers and dictates to them what to do. He knows his business very well, but understands little about advertising. An amateur manages professionals. And the result is amateur marketing.
Case: The customer refused to dictate. Six months ago, we were commissioned to develop a website for the distributor of measuring and laboratory equipment Labomet . The customer was demanding in terms of quality and deadlines, but clearly stated his position: "I need a decent result, but I will not interfere with your production process!" The result was a modern, user-friendly website that attracts with its uniform style. Moreover, the development period turned out to be a record: only two weeks. Usually, this is how much time is spent on a landing page, and here we are talking about a full-fledged corporate website.