Don't Break The Golden Rule of Advertising

Why do some adverts you see seem so confusing, whereas others immediately grab your attention?

Why do you sometimes struggle to understand what is on offer, and other times you can’t wait to learn more?

The answer is simple but one that as business owners, we are quick to forget.

When we need to make an advert or a promotion, it is often a very difficult job to do.

We know what we are trying to sell, we know roughly what we want to tell the reader, and we know that we need to somehow get the reader's attention.

The problem comes very quickly into the process though. 

We start our writing on what we’re trying to sell and then add more and more information on the services that we offer…

With more and more features…

And more and more benefits…

And then we want to add a testimonial…

And then our Logo needs adding…

And then more photos should be added…

Before we know it, the advert ends up being this overcomplicated, overfilled quagmire of information that is too much for the reader to digest.

This can bring only one outcome:

0 Leads. 0 Conversions. 0 Sales.

That right there is the problem.

The FOCUS of the advert changes as we write.

We started very clearly with one goal: sell this product.

But in our eagerness to make sales, we feel the need to talk about as much as possible as if this one advert is the only advert we will do.

We talk about everything we have on offer instead of sticking to the core focal point and the purpose of the advert.

We break the GOLDEN RULE OF MARKETING in the process, selling multiple products in one advert.

An absolute NO-NO when marketing.

When we craft an advert for everyone, we speak to no one.

This can cause a lot of problems for our businesses when this happens because:

• It costs us money for these adverts to run without any results.

• It falsely leads us to think that advertising doesn’t work.

• It doesn’t move the needle forward in any way, shape or form.

• It leaves us more stressed than before with the same problems we were facing.

But now we have clearly established the problem, we have also clearly established the answer. 

KEEP THE FOCUS IN THE ADVERT CLEAR.

The FOCUS of the advert needs to remain at the forefront of everything we are writing.

We have to keep the purpose of the advert very clearly in our minds as we design our promotions and write our copy.

If we’re trying to sell a particular service, Wedding Photography for example, the advert needs to be SOLELY focused on that product.

Not about any other services available, ie. Family Photo Shoots, Maternity Shoots.

Not about the business’s history, ie. about the business owner or why the business started.

ONLY about your Wedding Photography service.

If you’re trying to attract more customers to your business with advertising, keep the focus of the advert solely on the service you’re promoting on how this would benefit the customer.

Important lesson to keep in mind when advertising:

KEEP THE FOCUS ON THE PRODUCT YOUR ADVERTISING.

It’s a common mistake that is easy to make and costs you so many sales.

It’s also something that’s so easy to fix and happens to be a speciality of mine.

To have a quick chat about how we can improve your advertising, email me at benjamin@nextgenerationmarketing.co.uk or click the “Book Your Consultation NOW” button.

Speak soon!

Ben