Mistakes that Advertisers Make

What's your favorite ad on TV? It's probably cute or funny - but do you know what it's selling? If not, then that advertiser just spent a big bag of money on something that won't increase revenues.

Effective marketing - in print, on the web, in an e-mail, or on the airwaves - gives readers and listeners a compelling "reason why" they should use one specific service provider, shop in one particular store, or choose one exact brand.

It might even convince them to try something they haven't used before.

But most advertising does none of that. Most merely says "I'm here," giving prospects a good reason to react with "So what?"

That's a good question to keep in mind as you write your ads, your web pages, and even your letters. Picture the reader thinking "So what?" and picture him or her asking the other important question - "What's in this for me?"

If your prospect can't see an answer to that question immediately, your promotion isn't going anywhere except the trash.

That means that the first order of business is a little soul searching. Why should your prospects choose you? If you don't know, neither you nor your copywriter can tell them.

Sit down with paper and pencil and list the reasons why your product or service is better than all the others. What do you offer or do for your clients that your competition does not? Why are you excited and enthused about what you do? Don't be shy here - you're the only one who will see this list - so dig deep.

A second question to ask is "What do all of us offer that no one talks about?"

Some very successful promotions have been built on the answers to that question, and anyone who comes after you and says "Me too" will just look like a copycat.

Remember, this soul searching is important even if you hire a copywriter, because your writer can't do a good job without knowing what sets you apart.

A second very common mistake is forgetting to use a headline.

For some reason, many business people mistakenly believe that their name, or their company name, is a headline. Not so.

Also, may website advertisers think that "Welcome" is a headline. No, that isn't a headline either!

What makes a good headline? Various things, including:

• A bold statement
• A question the reader can't answer
• A big promise
• A "7 reasons why" introduction
• A "How to" introduction

Each of these headlines creates a curiosity in your reader - a wondering that causes him or her to go on to the lead, and then when the lead does its job, on into the body of your message.

Each of these, of course, ties in with the "reason why" I mentioned above. Each causes the reader to believe there just might be something in it for them if they read on. Of course, if you disappoint them in your first paragraphs they'll still leave. So the headline is merely a stop sign that gets people slowed down long enough to glance at what you have to say.

From there you have to get right on with the business of showing them why reading your promotion is a benefit to them.

Headlines are so important to your promotion that your copywriter might spend an entire day writing and re-writing it. Major marketers test one headline against another to learn which will capture more sales, because small changes make a huge difference.

You need a headline, and it needs to be well considered.