Top Advertising Blunders: Part 5

Originally published April 5, 2007...
Continuing our 12-part series of the 12 most common advertising blunders 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.

5. Improper use of passive media: Nonintrusive media, such as newspapers and yellow pages, tend to reach only buyers who are looking for the product. They are poor at reaching prospects before their need arises, so they're not much use for creating a predisposition toward your company. The patient, consistent use of intrusive media, such as TV and radio, will win the hearts of relational customers long before they're in the market for your product.

Take a few minutes to go find a newspaper and look for the three big print advertisers; grocery stores, clothing stores and automotive dealers. All three of these advertising categories using print consider themselves commodities and the lowest price wins the buyer. My savvy automotive dealers (and all of my dealers that advertise with me are savvy) have dropped or dramatically cut down their print and are using cable to advertise the differences buyers experience when buying from their store. You cannot portray this experience in fish wrap! - Curt