It’s a proven fact that nearly all businesses have to advertise. How else will your customers know what you sell and how to buy from you? However most advertising doesn’t work. Here are 10 reasons why your advertising may be failing.
1. You’re not advertising enough
Repetition is key to successful advertising. People need to see and hear your ads regularly for it to work and one off, infrequent ads are simply a waste of money. You need to think long term, stick with it and give it time. Consistency and repetition are essential.
2. You don’t know what your customer wants
Many companies do not fully understand the needs of their customers. For your advertising and marketing to be effective you need to find out what your customers actually want and align this with your offering and advertising message. Go out and find out about your customers and build up a profile. It takes time but always pays off.
3. You’re using the wrong media
Does your target audience see the media you are using? Look at the media you are advertising in, the media owners should be able to provide you with a breakdown of its audience. Does it match yours?
A lot of advertising budgets are wasted because they are spent on the wrong media.
4. You’re not spending enough
Too many companies see advertising as a cost. It’s not, it’s an investment. The world’s biggest brands have all been built on successful and consistent advertising to become the powerhouses they are today.
5. Your ads don’t have stopping power
People don’t actually want to look at advertising! Your ads need to catch their eye and make them look. Use appealing and professionally taken photography to stop them in their tracks.
6. You’re trying to say too much
So many ads are simply boring because they are trying to say too much. People are not interested in all your company details and a list of everything you sell. They want to know what your product can do for them. You need to keep it simple with one single, attractive idea. The ad can direct them to a website where they can find out everything else about you.
7. You’re not different enough
Is your advertising similar to your competitors? If so you need to differentiate yourself through your advertising. In many markets it is now very difficult to differentiate your brand by product, service and price. Advertising is the ideal way to make your product stand out from the competition by being different from everyone else.
8. Where is your headline?
People tend to skim-read newspapers and especially websites. Your ad needs a headline to catch their attention. It has to be strong, simple and appeal to them. You only need them to read your ad for 4-5 seconds for your message to be communicated.
9. You like your ads but your customers don’t
Too many clients put their own likes and dislikes first. Remember your advertising is not aimed at you but your customers; they are what it’s all about. Work hard to find out what your customers want to hear and what appeals to them.
10. It’s your product
Just maybe it’s not your advertising but actually your product that isn’t working. Ask questions about how your product compares to your competitors. What is your customer satisfaction rate? What is your enquiry/conversion rate like? Make sure your product is what people want to buy and always deliver what you advertise!
Written by Mark Ellaway, Director, Datadrum.
