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

---

What?s the Score?

You may be aware that in a basketball game the... Read More

A Lesson In Advertising From The Eighteenth Century

Back in the 1760s, the great Dr Samuel Johnson delivered... Read More

Top Jingle Companies: What to Look For, What to Expect

The internet offers you the opportunity to seek out jingle... Read More

Cable Ads 5 Bucks!

Cable has grown from 13 houses connected together in 1948... Read More

Why Radio Advertising Could Be The Best Thing You Ever Did For Your Business

In the marketing world, radio has earned the reputation of... Read More

Crazy Ads? Maybe Youre Just Out of The Demo!

My father called me to complain, again. He's 82 and... Read More

Become a Storyteller Not an Advertiser and Watch Your Traffic Increase

When you read the newspaper, do you read advertisements as... Read More

Why I Like The Ads I Hate!

It's been said that the antidote to liking/loving is not... Read More

More Cheap Tricks for Promoting Your Business

In a recent article, I shared five of my top... Read More

Go Ahead Im Listening

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

How To Write Kick-Ass, Profit Pulling Adverts For Your Business?

Doesn't that just grab you by the eyeballs and make... Read More

Promotional Vehicles

It is difficult to miss a Hummer, but how many... Read More

10 Simple Techniques To Make Your Ad Get Powerful Attention

1. Make your ad's keywords and phrases standout by enlarging... Read More

Advertising: 10 Powerful Secrets To Help You Sell Your Ad Space Like Crazy

If you want to sell more ad spaces, you must... Read More

Print Your Marketing Postcards For A Penny, Address Them For Free, and Automate the Whole Process

This article will show you how to cut your printing... Read More

LED Moving Message Displays

LED's are becoming more and more popular in all kinds... Read More

13 Facts About Newspaper Advertising

Advertising in the paper works for many people in business.... Read More

Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards

Sorry, I Don't Seem to Have a Business Card With... Read More

Womentisements

The unnecessary and extensive use of female models in advertisements... Read More

Advertising Your Holistic Business

The most basic answer is the same answer as to... Read More

Media Savvy - How To Lead, Persuade And Influence

The ability to lead, persuade and influence are integral skills... Read More

Buying Radio? Read This and Dont Waste Your Money

Pay close attention and make it work the best for... Read More

Understanding The Basics Of Advertising

I get the L.A. Times delivered to my door every... Read More

Marketing Tips For Small Business ? Advertising That Works, Part I

Have you ever seen an ad on television that was... Read More

Diamonds Are For Evil

The task of executing successful advertising campaigns for products made... Read More

Non-profit Coupon Books and Coupon Mailers for Small Businesses

Many groups like the Chamber of Commerce, ASB at the... Read More

The Importance of Your Business Card

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

Custom LED Display

Custom LED Display, as the name specifies, facilitate control anything... Read More

Yellow Pages Ads - Buying Secrets

Yellow Pages Ads - Buying SecretsOK- let's agree that many... Read More

Get Better Results from Your Advertising with a Disruptor

When you spend money on an advertisement you want to... Read More

7 Essential Elements for Profit-Pulling Ads

Advertising will make or break your business. It is crucial... Read More

Online vs. Offline Advertising

Let's face it. Email marketing and publishing have became very... Read More

The Key To Marketing New Ideas!

Imagine tossing a pebble into a crystal clear pond on... Read More