NFIB

Seven Advertising Mistakes to Avoid
04/ 03/ 2002

As experts in their particular industry, many small business owners handle almost every aspect of their business' advertising. However, there are specific mistakes that small business owners tend to make over and over. In today's Workshop, contributor Jeffrey Moses points out seven mistakes to avoid in your next ad campaign.

1. Emphasizing features rather than benefits of products or services.
While customers need to know about the features of your products, the potential benefits motivate sales.

2. Failing to differentiate your company from the competition.
Such differentiation is often accomplished through creating a unique selling proposition that shows why your company and its products are special.

3. Not tracking results of ads.
Always try to determine the total dollar amount of sales that the ads generate, so that you can determine the campaign's effectiveness. To track direct-mail ads, keep track of the sales generated through response to each phone number or address. Details and techniques of ad tracking can be found in a wide variety of advertising and marketing books.

4. Changing your ads too frequently.
Remember that you look at your ad every day. To you it's the most important thing in the world. But customers need time to assimilate your message. It's estimated that potential customers need to see an ad seven times before the ad begins to register in their awareness.

5. Neglecting to target former customers.
Your existing customer base is the best resource you have. They've bought from you before, and they're likely to buy again. Reach them through special promotions and sales.

6. Giving up on advertising before it has the chance to work.
Many new companies advertise only three to six months before deciding it's not worth the cost. But most new businesses need a year or more of well-placed, well-thought out advertising before substantial results can be seen.

7. Choosing wrong media to attract your target customers.
Some small businesses, like restaurants, are ideal for billboard ads. while others, like specialty shops, may find billboards won't work at all. TV is great for some companies, but is a waste of money for others. Choose the right media or you're wasting your time and money.

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