Avoid The Big Advertising Mistakes

Is your advertising copy getting the results you want? If not, look at your current marketing to see if you're making one of the major copywriting mistakes:

Selling features instead of benefits. Telling your customer that your "fabulous new ALF-400 comes complete with AeroScan and BandControl technologies!" doesn't actually tell them anything. Will your services save your customers money or help them sleep better at night? If so, tell them. People buy solutions to problems and means to ends. Sell the benefits and watch your profits climb.

Not educating the reader. Most people are reasonably intelligent and sincerely want to learn about the world around them. Does your copy contain solid information, or is it mostly emotional appeal and little substance? Ease back the fireworks and give the reader something real to chew on.

Being boring. Easing back the fireworks doesn't mean getting rid of them completely. Use just enough drama and emotional appeal to keep your reader interested. This is where a solid understanding of your customers fits in - what are their hopes and fears? Where do your services fit between them?

Exaggerating. Most people expect advertising to be overblown and inflated, so surprise your readers and be honest. Put your best foot forward and shamelessly emphasize your strengths, but don't do more than that. Keep it real and get real attention.

Saying too much. Excessive wordiness puts a burden on the reader that can be lethal for marketing. Read through your copy again: could you say the same thing with fewer words? Try rewriting with a 25% cut in word count to inject new life into your pitch.

Not getting the reader moving. The entire point of advertising is to motivate your customer to do something, so are you telling them what that is? End your pitch with a direct appeal. Tell your customers to call, visit or look at your website. If you're not giving them orders, you can't expect them to start marching.

About The Author

Robert Warren (www.rswarren.com) is a Florida-based freelance copywriter specializing in the unique marketing needs of independent professionals.

writer@rswarren.com

____________________

Advertisement: Honest Riches - Click Here!

Advertisement: Lost AdWords - Click Here!

Advertisement: Get $1 Million A Month In Google Pay-Per-Click Ads Free! - Click Here!

Advertisement: Who Loves Money? - Click Here!

Advertisement: SEO Elite, the GrandDaddy of SEO Software - Click Here!

---

The First UK Man To Become a Human Billboard an Interview

Advertising on humans using tattoos is rapidly kind of freak niche that is definitely growing. It all started about two years ago (to the best of my... Read More

How to Make Your Claims Believable

When you hear claims like??Best Lawnmower in the country?Absolute Lowest Prices In Existence?Leaves your hair cleaner than any other shampoo?do you believe them?Or is there a certain... Read More

Improve Your Promotional Flyers And Improve Sales

Admittedly, I have not seen your advertising flyer. Then again, I probably don't have to. I have reviewed hundreds, if not thousands, of advertising flyers for small... Read More

What Makes A Winning Online Ad?

Most people who have been involved with sales & marketing for any length of time have heard the axiom, "Sell them what they want. Then sell them... Read More

10 Ways To Improve Your Print Ads

1) Include a coupon in your large ads. This can increase response from 25 to 100 percent. Your coupon could offer the prospect your brochure or catalog.2)... Read More

How to Save Money by Making Your Own Sign

In the sign industry we commonly refer to the material that the sign is made out of as the substrate. Examples include, wood, vinyl banners, aluminum, coroplast,... Read More

Indoor LED Displays

To promote the audience, staff, customers and other people the Indoor LED displays are most widely used. By incorporating the latest technology Indoor LED displays provide exceptional... Read More

Imaging Isnt Everything

Many home improvement contractors attempt to use advertising to expand their client base and increase profits. Whether it be yellow pages, mailers, ads, or valpak; for many... Read More

Ads Dont Sell - People Do !

More about advertising by BIG Mike McDanielAdvertising is not a substitute for good sales technique and superb customer service. Inserting an ad in a handy newspaper to... Read More

Offline Advertising Secrets: Using Offline Advertising to Get the Most from Your Name Squeeze Page

Many people online are not using one of the best advertising methods around. I'm talking about offline print advertising. I've been using it since 1998, and I... Read More

15 Tips for Better Yellow Page Ads

Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.9%) and business has at least... Read More

Go Ahead Im Listening

In today's fast paced environment, interaction with family and friends is often relegated to a few left over minutes here and there, leaving many people feeling isolated.Radio... Read More

Buying Radio? Read This and Dont Waste Your Money

Pay close attention and make it work the best for you.No doubt you've listened to, and then quickly deleted, messages from account execs from your local radio... Read More

Getting the Most Out of Your Networking Group

Here is my personal list of things to do at your networking group:(1) Bring your business cards. Sound simple? Well, I regularly meet people at networking groups... Read More

100 Excellent Words and 70 Action Getting Phrases for Ad Writing

100 Excellent Words Absolutely. Amazing. Approved. Attractive. Authentic. Bargain. Beautiful. Better. Big. Colorful. Colossal. Complete. Confidential. Crammed. Delivered. Direct. Discount. Easily. Endorsed. Enormous. Excellent. Exciting. Exclusive.... Read More

Create Your Dynamic Elevator Speech

So, what's an elevator speech, and how do you get one?What Is It?An elevator speech is a short (15-30 second, 150 word) sound bite that succinctly and... Read More

Direct Mail = Your Money, From Printer to Mailbox to Trash!

I did a quick, very unscientific survey of 25 of my friends. I asked them to put the mail that they do not open or read in... Read More

How To Make Your Resource Box Sell

Ezine Articles - they're everywhere!And little wonder. They're one of the fastestways of building traffic to your website.But what many people overlook is the Resource Box.It's almost... Read More

Advertising 101

Advertising has truly become a part of all of our lives as consumers, as business owners, as parents, as concerned citizens. We simply cannot escape from its... Read More

Testing Headlines

A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a... Read More

How To Write Ads That Get Response

Your print ads should do more than just get noticed. Their job is to bring you business, and if all they do is lay around and attract... Read More

Grab Your Share of Untold Amounts of Advertising Dollars

If you advertise in any way, the following information could show you how to find and utilize untold advertising dollars you may not be aware of.In the... Read More

The Forgotten Advertising Tip

I'm sure while you have seen many tips on advertising, many that talk about testing and tracking your ads, I'm sure that this one important tip is... Read More

Secrets to Profitable Mail Order Products

The most profitable mail order products are simple 3-to-5 page informational reports such as this one. Once you've got your act together, these 3-page reports... Read More

Is there anything new under the sun? Heres how to find out if your bright idea is unique.

"There's nothing new under the sun" is probably the one phrase no inventor wants to hear, seldom believes, and is always trying to prove wrong. ... Read More

Do You Really Need a Brochure?

Traditional brochures typically tell the story of your company, i.e. they give evidence that you or your company have the wherewithal in personnel, capital, clout and expertise... Read More