I thought that it would be good to write this month about something that I see all too often with clients. Advertising for themselves, rather than for whom they are trying to reach. Let me share some of the most common mistakes that I run across…
Writing ad copy for yourself, not for whom you are trying to reach.
All too often advertisers say what they want to say, rather than what customers want to know and need to hear. The idea is to share with potential customers what you can do for them, not what you think they want to hear about you. Honestly, they probably don’t care.
Designing an advertisement from the wrong point of view.
Remember, you see your business from the inside out, while your customers are on the outside looking in. Try getting out from “behind the desk” so to speak, to better see things from their point of view. I once joked with a dentist to sit down in a patient’s chair in his practice. Once seated he asked me why I had him do this. As he sat there looking up at me standing over him, I simply said, “now you have the same point of view that your patients have of you…and for me, that’s over 40 years experiencing it!” Think about it.
Writing “War & Peace” on a postage stamp.
One of the most often made mistakes that I see. Your advertisement is meant to inform and peak their interest, NOT tell your freakin’ life story!
Speaking in your language, not your customer’s.
Getting too technical with your copy is a real no-no. It might make for an impressive vocabulary on a Saturday night @ the club, but if no one can understand you, does it really matter…
I mean really?!
By eliminating these often made mistakes, your advertising will immediately be better for it…as will the people you are trying to reach…
…and doesn’t that make sense?!
The KPN Group was formed to give businesses a chance in the ever-changing world of marketing to actually grow business and expand prospects. To learn more about how we can get your business seen and your message heard click here www.kevinmakessense.com