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.

Craig Valine is the publisher of the The AwfulMarketing Alert
Newsletter, "Where you learn GOOD marketing strategies by
looking at those who do it really BAD."

To subscribe his free newsletter, go to: http://awfulmarketing.
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