Top Advertising Blunders: Part 2

Originally published February 28, 2007...
Last issue, I began a 12-part series of the 12 most common advertising bluders according to Roy Williams, author of The Wizard of Ads.

Spending all your money on ads but getting no results? Perhaps you're making one of these 12 huge mistakes.

2. Trying to reach more people than the budget will allow: For a media mix to be effective, each element in the mix must have enough repetition to establish retention in the mind of the prospect. Too often, however, the result of a media mix is too much reach and not enough frequency. Will you reach 100 percent of the people and persuade them 10 percent of the way? Or will you reach 10 percent of the people and persuade them 100 percent of the way? The cost is the same.

If you have ever sat down with me and talked shop, I can promise you've heard me discuss this concept. - Curt