posted by: Renee Pugh and Jeff Vice
A Marketing Budget is a Terrible Thing to Waste:a Three-Part Series That Will Save You Money – Part One
Here is the worst-kept secret in business: business owners everywhere are currently wasting money on marketing. These bold entrepreneurs aren’t throwing their hard-earned dollars away on purpose. In fact, these men and women are most likely acting very purposefully. They approach marketing with the same vigor and spirit with which they approach other aspects of their business. This is admirable – but it is a mistake! Marketing requires that we approach our business not as an owner, but as a consumer.
This three-part series will explore some common advertising mistakes and help you avoid wasting money on marketing that simply won’t work. The first two parts in the series look at two types of ads – “the kitchen sink” and “the minimalist.” We will explain the problems with each ad type, and discuss how to improve these ads so that they generate revenue for your business. Our third and final part in the series will explain how to create “The Godfather” clause in your ad; that is, the offer that your prospect can’t refuse.
Before we move on to begin our discussion with “the kitchen sink” ad type, we want you to keep the following premise in mind throughout the series:
An advertisement should do at least two things: educate your prospects about what you sell/do, and move them to contact you to do business.
Part 1: “The Kitchen Sink” & Overwhelming the Consumer with Your Ad.
This ad type is called “the kitchen sink” because it has everything – literally! It has each product and service you offer, before-and-after pictures, blurbs from satisfied customers, the addresses and phone numbers for each of your five area locations, multiple discounts enclosed by dashed lines, and even a picture of your children with your pets topped with a giant yellow starburst on the front that screams out DARE TO COMPARE!!!
What does an ad like this accomplish? They’re certainly informative, which helps educate consumers, and the discounts may be enough to bring business your way – assuming consumers can find them amidst the clutter. And that is the problem with these ads! They are so overwhelming that prospects don’t know where to look or what to think. There is no clear message, aside from the desperate plea of PLEASE, PLEASE BUY FROM ME. PLEASE. And a business relationship is similar to a romantic relationship, in that desperation is a complete turn-off.
This mistake is easy to make; you have worked hard to build your business, and every aspect is important to you, which makes it tough to trim the fat from a busy ad. But trim you must! Instead of featuring every product or service, pick 1 or 2 to highlight; include one or two images – and leave Junior and Fluffy out of them; only list your main location(s) and website address; and above all, keep the design clean and easy-to-read. The best ad is the one that gives the consumer just enough information to make her curious without sending her into information overload.
What happens when you trim too much? Find out in our next installment in this series: “The Minimalist” is coming up next!