The 10 Biggest Advertising Mistakes

1. The desire for instant gratification

Advertising is like exercise. It takes time and commitment to work. You have to keep going to the gym every day, even during the off-season, to show off your impressive results in the summer.

2. Switching from one media to the other

See Mistake #1. You can’t try a “little anything” and get big results

3. Trying to reach more people than the budget will allow

Are you convincing 100% of the population only 10% of the way? Are you okay that the 400,000 people in the Asheville Metropolitan area “kind of” know about your business?

HOW ABOUT this? What if 10% of the population (the amount of population available to you with consistent advertising in any major media) cared about and believed in your business 100%? (40,000 homes where you were a household name)

4. Not being consistent

See Mistakes #1, 2 and 3

Are you going to trust the friend who only comes around once in a while (like when he needs money) or the friend who calls and checks on you 3-4 times a day? Advertising is building a relationship with your potential customers. Don’t just come around when you have a sale (need money).

5. Not being frequent

We’re all busy. Frequent reminders help your customers remember you. Tap. Tap. Hello? I’m here. Don’t forget about me. I can help you.

6. Unfocused marketing

A little here, a little there. Something will work. You just know it. Different slogans. Different image. New catch phrase. A little direct mail. A little radio. A little cable. Ooh! Grocery shopping cart ads are on sale. Does your advertising have A.D.D?

7. Buying MASS media-just because it’s a MASS media

How much money is your Asheville business spending to advertise in
South Carolina? Virginia? What percentage of your customers realistically drive more than 50 miles to get to you?

8. Not taking potential customers over the marketing bridge

Unawareness Awareness Comprehension Conviction Action

This takes time. Consider each one 1,000 sit ups.

9. Not delivering an emotionally anchoring message

It’s not about YOU. It’s about what you can do for the CUSTOMER. Tie your message into what is important to the customer-speak to the meat in the heart of the dog.

10. Not working with an advertising expert

You know your business inside and out. Your advertising rep should know theirs and how to make it work for YOURS. Your ad rep should do full a full diagnostic. You wouldn't let a surgeon work on you without an exam! Your business is no less important.