The Pitfalls Of Advertising

Companies typically settle for a safe and mild type of ad that usually becomes a waste of money.

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The aim or goal of good advertising is not to state the facts about a product or service but to sell a solution to a problem or a dream. Just look at Ferrari, Tiffany, Gucci or Revlon. A Ferrari delivers on three dreams, social recognition, freedom and heroism. The founder of Revlon Charles Revson once said "In our factory, we make lipstick. In our advertising, we sell hope."

Advertising primarily creates product awareness, sometimes knowledge and rarely product purchase. Typically sales promotion may be required to trigger a purchase.

Companies should ask this question before using advertising : Would advertising create more satisfied customers than if our money were spent on making a better product, improving customer service or creating a stronger brand experience? As a company you should spend more money and time designing an exceptional product and less on trying to psychologically manipulating perceptions through your advertising campaigns.

Remember the better the product, the less that has to be spent advertising it. Your best advertising will be done by satisfied customers.The stronger your customer loyalty, the less you have to spend on advertising. Most of your customers will come back without you doing any extra advertising. Besides most customers because of their high level of satisfaction are doing the advertising for you.

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You should never write an ad that you wouldn't want your family to read. You don't lie to your own wife, don't lie to mine.High thought out advertising can work but it will take research and trial and error before you know what your customers like and don't like.