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3 mistakes that most ads make

Written by: Mark Gwilliam

Article Overview: "Is a hand that can't grip still a hand?" asked Aristotle who believed that something is defined by its function or purpose. If you apply this belief to advertising, it will be right to say that an advertisement that doesn't convert is not an ad in its truest sense. Nonetheless, you'll see a lot of "ads" that don't convert target customers into buyers. The problem may be attributed partly to customers who have become jaded from the profuse amount of ads. The following mistakes that most ads contain, however, are another cause.

3 mistakes that most ads make

1. Spray and Pray

Some entrepreneurs mistakenly think that the most effective way to ensure sales is to appeal to everyone. These entrepreneurs "spray" their ads widely (like haphazardly sowing seeds on a plot of land) then "pray" that some of their customers would respond (like praying that some of the seeds would land on fertile soil and flourish).

The result is unfocused, bland and uninteresting ads. In trying to please everyone, advertisers end up pleasing no one.

Ads – in order to be effective – should have a definite target, always.

2. Advertising in a Vacuum

Advertisers often make the mistake of advertising in a vacuum. They think that an impressive list of features can't fail to sell. Thus, they turn out ad after ad filled with product/service features and specifications.

What they don't realize is that such ads are sterile, boring and very forgettable; people will not remember an ad that did nothing for them except help them pass the time.

People care about themselves. Their main concern is how they feel about, how they might benefit from and how they can improve their lives through something or a particular course of action. Self-interest makes the world go round, some would say.

Therefore, your ads should be able to touch your target customers. Tell them about benefits instead of features or provoke them into feeling something or into reacting.

3. Lack of a Definite Call to and Means for Action

An ad can make a person's heart bleed, but it would still lack conversion ability without a call to and means for action. For instance, an ad that stresses the need for online marketing will not bring you any business if it doesn't tell your customers to act now and doesn't provide a simple and convenient way of doing so.

To convert, you ads must effectively urge your customers to act now and through the means you provide – buying your product or availing of your service.

Designing and making an ad is more complicated than you think. Don't hesitate to ask for help if you need it.

To grab a free copy of Scientific Advertising by Claude Hopkins, simply subscribe to my ezine at www.themarketingdude.com and look out for the additional bonuses.

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Article Tags: advertisers, conversion, feeling something, fertile soil, heart, marketing, mistake, plot of land, self interest, service features, sowing seeds, target customers, vacuum



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