Avoiding Advertising Mistakes

According to Jay Conrad Levinson, author of Guerrilla Marketing, there are 25 things that people do that result in disastrous or weak returns when it comes to advertising.

These tips are INVALUABLE — so I pass them onto you as is, so you can avoid these very costly advertising mistakes. (Please see my Top Ten Success Tips underneath.)

1. Premature abandonment
2. Silly positioning
3. Failure to follow through
4. Starting without a plan
5. Wrong media for the right audience
6. Right media for the wrong audience
7. Unclear to prospects
8. Not understanding clients
9. Not understanding self
10. Exaggerating that undermines truth
11. Not keeping up with change
12. Unrealistic expectations
13. Over- or under-spending
14. Saving money in the wrong places
15. Inattention to tiny but nuclear details
16. Missing the point about profitability
17. Thinking it can be done without hard work
18. Unimpressive first impressions
19. Too many committees or layers of management
20. Not using media to support efforts
21. Not supporting advertising with other marketing
22. Starting out in the wrong direction
23. Allowing success to begat lethargy
24. Judging future by the past
25. Boring advertising

Pattie’s Top Ten Tips for Winning Ad Campaigns

I’ll start with this freebie: Your mother, friends and assorted acquaintances’ opinions don’t count. If you follow through on the other ten, you will reap much better returns!

1. Get a professional graphic designer to create a winning brand.
2. Use the same graphic designer to produce all your ads & collateral materials, reflecting your strong (& very unique) brand.
3. Work with a professional marketing copywriter, who can create polished, perfect prose to engage the specific market(s) you are seeking to reach.
4. MAKE AN OFFER – ads with offers work. I don’t care what the demographic market is – everyone loves a deal.
5. Have a deadline. 60 Days works best — it’s been tested and proven a gagillion times, so don’t question this, just do it.
6. Test, test and test again! Great campaigns evolve as a result of research, risk-taking & tweaking. Till someone comes up with a crystal ball – this is part and parcel of nailing big wins.
7. Get advice from a media placement specialist – deals are out there on traditional print and radio that you might not be aware of.
8. BE DARINGLY DIFFERENT. Lots of really creative ideas get shot down everyday. Dare to be advised by your creative team.
9. Guard your brand and style guidelines with all your might. ‘Nuff said.
10. Diversifying is not just for stock portfolios. Winning ad campaigns get the word out in various mediums, including PR, train station platform advertising (one of my personal favorites), direct mail and various web-based platforms, including regular e/mail, branded e-newsletters, e-ads, crosslinking, blogging, YouTube, podcasting, etc.

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