Originally published February 12, 2007.
I started my advertising career eight years ago selling for an AM Newstalk station, KBOI, in Boise, Idaho. I have spent the last six years of my life thankful for the day I left that radio station behind.
OK...I'm teasing (kind of). Despite the experience of selling radio I am still grateful for two things; the opportunity they afforded me by gambling on a kid still enrolled in college, and the training they gave me.
There were several videos I watched (Jason Jennings turning lettuce into salad was a highlight) and a few workshops and seminars. My favorite by far was Roy Williams' The Wizard of Ads. In a world where people seem to make things more than they should be, Roy has such a simple aproach to things. My favorite topic Roy covers in The Wizard of Ads is top advertising blunders. There are twelve listed. Over the next three months I will share these with you.
Spending all your money on ads but getting no results? Perhaps you're making one of these 12 huge mistakes.
1. The quest for instant gratification: The ad that creates enough urgency to cause people to respond immediately is the ad most likely to be forgotten immediately once the offer expires. It is of little use in establishing the advertiser's identity in the mind of the consumer.
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