Last week, we discussed 5 common mistakes in advertising. Those mistakes arise from lack of research and planning, and that translates to marketing dollars going up in smoke.
Here are a few more advertising mistakes to avoid to help you protect your investment:
PROMOTING FEATURES INSTEAD OF BENEFITS
Emphasizing how your product or service can benefit your potential customer is very important especially to a business that caters to consumers. Nobody wants to read a laundry list of product features and in the end, not know why they would want or need it in the first place. When selling to consumers, you have to create the need and sell the benefits so you can create that connection with your audience. On the other hand though, if you are trying to sell to another business, studies have shown that it is more effective to actually promote the technical aspects of the product or service instead.
TOO MUCH FOCUS ON WHAT’S NEW
As discussed in Part 1, many businesses make the mistake of trying to offer everything at once. The same is true when trying to launch or offer a new product. Of course, offering something new has the potential to attract more customers and hopefully bring in new and more business. However, if the original product or service still works, you should still continue to promote and offer what your customers are familiar with. The bottom line: when promoting a new product or service, the business doesn’t have to abandon what it started with.
NOT FOLLOWING UP ON POTENTIAL CUSTOMERS
From time to time, you would encounter inquiries about your products or services from random people and never heard back again. Many businesses assume that those are people who are not interested or may have found a better deal elsewhere. However, throwing away a potential lead because of an assumption is like throwing away an opportunity. It is better to follow up on those people through gentle reminders that the offer is still on the table. Make them aware of other products or services that you do offer which they may need in the future.
BEING TOO TRADITIONAL
Businesses that are stuck in the Stone Age will never make it in today’s world. Most consumers would refer to the internet when trying to get information about a business. If your business is not online, you are seriously limiting the marketing reach of your business. Also, having an online presence allows you to communicate with and advertise to your audience in numerous, effective ways. Observe what online trends are effective and expand your reach in no time.
ONCE IN A BLUE MOON ADVERTISING
If you only advertise during your peak season, then you can bet that customers will forget you for the rest of the year. On the other hand, if you advertise all the time, then you will end up breaking the bank. The key is to find the right frequency when it comes to marketing and advertising. Finding the right marketing tools also brings the most visibility. For instance, using car magnets on your vehicle is a relatively inexpensive way of marketing your brand and having a movable advertisement year round. You can order your custom car magnets from FMF and let the magnets do the advertising for you!
There are many mistakes that businesses can commit when it comes to advertising. Fortunately, all it takes is a little bit of research and planning to make your advertising efforts worth your while.