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We are often invited to speak to business groups, and this is the presentation they most want to hear!
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Why your advertising doesn't work
We'd take 10¢ on the dollar for every dollar misspent in advertising. Then we could retire! However, we do not get paid for others' mistakes. What we do get paid for is helping our clients make every advertising dollar count.
So what doesn't work? We're glad to tell you.
Failure to set budget/plan
- Advertising is a cost of doing business (as is rent, salaries, etc.), not an impulsive decision with "shotgun" efforts.
- Advertising should be a monthly line item, with a "discretionary fund" for special opportunities that arise.
- Most common error: stopping advertising when business is very good or very bad.
- Most important effort: do one thing well and consistently.
Poor creative
- Logo intensity is vital. Make certain your logo is crisp, clean and easily identifiable
- White space is a good thing! Don't crowd your ad with too much copy or meaningless art work. Make every word and image count.
- Communicate one single compelling idea. Your customers cannot feel any urgency when reviewing a "laundry list."
Identity crisis—"Me-too-ism"
- If you lack a clear business identity, your ad may well drive customers to your competitors. Ensure that your potential customer knows WHO you are and WHAT you offer and WHERE to find you.
- Appearance IS important. Create for "format," and stay with it, alternating offers seasonally or periodically, as needed. In other words, the first job of an ad is to be recognizable as "yours"; the specific offer is really secondary to business identification.
- Impact is achieved by coordinating your media, timing, and message across the board. Set your identity with a "motto" you repeat in every ad, for example: "Wordspecs is a one-stop shop for businesses who can't afford a downtown agency."
Following your own history
- Every business needs fresh customers. If you do only what you have always done, you cannot find those "new" customers. Try new approaches, and STICK WITH THEM long enough to give them time to work for your business.
- Track your results! Don't be afraid to ask a new customer "how did you hear about us" and "what inspired you to come in today?" Then keep track of those results, so that you can make a sensible review of your advertising on a regular basis.
- But remember to balance keeping the business you have with getting new customers; It costs 6-10 times as much to get a new customer as to keep an old customer. Remember your existing customers with "frequent buyer" programs and in-store promotions.
Great expectations
- The fundamental purpose of advertising is name recognition. Patience is a virtue, and a necessity in advertising
- FREE, NEW and SALE ads almost always work, but how often can you go to that well?
- Don't expect dollar-for-dollar return on any single ad. Invenstments in the ads and the offers you make must relate those costs to average transaction size over time; only then you can calculate reasonable returns.
Failure to get professional help
- Expertise doesn't cost, it pays! Your nephew, your spouse, your neighbor may be clever and sincere, but a pro will get you where you need to go faster and more cost-effectively.
- Review your ads, and those of your competitors, with a "fresh eye." Note when you see the following: graphic images are poor, concept is lacking, consistency of image/message is missing, call to action mission or hidden.
So what does work? Wordspecs works! We succeed for dozens of clients every day, hundreds over the years, and we can succeed for you. When can we go to work for you?
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