Avoid The Big Advertising Mistakes

Is your advertising copy getting the results you want? If not, look at your current marketing to see if you're making one of the major copywriting mistakes:

Selling features instead of benefits. Telling your customer that your "fabulous new ALF-400 comes complete with AeroScan and BandControl technologies!" doesn't actually tell them anything. Will your services save your customers money or help them sleep better at night? If so, tell them. People buy solutions to problems and means to ends. Sell the benefits and watch your profits climb.

Not educating the reader. Most people are reasonably intelligent and sincerely want to learn about the world around them. Does your copy contain solid information, or is it mostly emotional appeal and little substance? Ease back the fireworks and give the reader something real to chew on.

Being boring. Easing back the fireworks doesn't mean getting rid of them completely. Use just enough drama and emotional appeal to keep your reader interested. This is where a solid understanding of your customers fits in - what are their hopes and fears? Where do your services fit between them?

Exaggerating. Most people expect advertising to be overblown and inflated, so surprise your readers and be honest. Put your best foot forward and shamelessly emphasize your strengths, but don't do more than that. Keep it real and get real attention.

Saying too much. Excessive wordiness puts a burden on the reader that can be lethal for marketing. Read through your copy again: could you say the same thing with fewer words? Try rewriting with a 25% cut in word count to inject new life into your pitch.

Not getting the reader moving. The entire point of advertising is to motivate your customer to do something, so are you telling them what that is? End your pitch with a direct appeal. Tell your customers to call, visit or look at your website. If you're not giving them orders, you can't expect them to start marching.

About The Author

Robert Warren (www.rswarren.com) is a Florida-based freelance copywriter specializing in the unique marketing needs of independent professionals.

writer@rswarren.com

In The News:

pen paper and inkwell


cat break through


The Secrets To Successful Radio Advertising

Ask some businesses about radio advertising and they'll tell you... Read More

Why Hire an Advertising/Marketing Consultant?

As a business owner, you have the option of taking... Read More

Marketing Messages with Add Zest & Appeal

Boring is one thing you can't afford to be when... Read More

Go Ahead Im Listening

In today's fast paced environment, interaction with family and friends... Read More

How To Write Really Good Ads

All sales begin with some form of advertising. To build... Read More

Create A Killer Brochure: 9 Steps to the Perfect Piece

If you are creating a brochure, make sure you follow... Read More

The Importance of Your Business Card

What are you trying to say with you business card?We... Read More

Why Your Ads Aren?t Working

The president of a manufacturing company recently asked me, "Why... Read More

Where To Call For Free Advertising And Free Business Advice

Believe it or not, there are plenty of opportunities out... Read More

Graphical LED Display

Graphical LED Displays utilize high-resolution graphics and video to transmit... Read More

Business Cards: Why Waste Valuable Space?

So many business people neglect this valuable asset that may... Read More

Business Plan Appeal ? Five Rules For Writing Attention Grabbing Headlines

The success of a business plan stands or falls on... Read More

Ten Secrets for Getting FREE Advertising

The opportunities for getting free advertising for yourproduct or services... Read More

How To Make Your Resource Box Sell

Ezine Articles - they're everywhere!And little wonder. They're one of... Read More

10 Tips For Writing A Profit Producing Ad

1. You can get ad copy ideas by studying similar... Read More

LED Score Boards

LED scoreboards can be utilized in most of the sporting... Read More

Bad Seduction - Advertising Techniques That Dont Work

I just read some advertising suggestions on an Internet marketing... Read More

Pros and Cons of Establishing an In-House Ad Agency

There have been several ads promoting books and reports on... Read More

3 Elements To A Deal-Sealing Classified Ad

Have you ever wondered why your perfectly fine classified ad... Read More

10 Ways To Improve Your Print Ads

1) Include a coupon in your large ads. This can... Read More

How to SAVE Yourself from Spending too Much Money on Advertising!

How much money have you spent in Advertising, Promotion &... Read More

Printing - How Do I Buy It?

Why should I care where I get my printed material... Read More

Attention-Grabbing Fixes that Make Your Yellow Page Ad Leap Off the Page

Stand Out in Ways that Matter to Directory Users A... Read More

Ads Dont Sell - People Do !

More about advertising by BIG Mike McDanielAdvertising is not a... Read More

If You Invest Money on Advertising, then You could Save Thousands through this Simple Little Secret

A few years ago, I analysed the statistics of where... Read More

Persistant Advertising Will Do No Harm!

From my experience, I've been on many discussion groups and... Read More

Forgot The Ad Budget? Dont Panic!

Bob is excited about his new business. He secured funding.... Read More

Using Ad Agencies and Designers

Advertising and promoting your business is expensive, so it's important... Read More

Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part One

The decision on whether or not someone will read your... Read More

Radio Interview 101

Different Types of Station ContactReaching radio hosts (for the purpose... Read More

Advertising Basics for Beginners

So many of us who have decided to do business... Read More

16 Methods for Getting Free Advertising

1. Place copies of your circular on bulletin... Read More

50 Surefire Business Card Tips

Business cards are one of the most powerful and inexpensive... Read More