Do you make these mistakes in marketing? Part 7
[ ] Confusing “creative” advertising with effective advertising. Ad agencies talk about cut through and impact as if that is the only task a commercial must perform. And the logic is impeccable: if they don’t notice the ad, they can get the selling message. But how often does the attention-getting device devour the commercial, win an award and do zip for sales?
[ ] Burying the offer. The offer – the deal, the proposition, the reason to take action now – is far more important than the creative in stimulating response. Yet often you find it relegated to the back of the mailing or the tail end of the ad. If you want action and your offer is good, lead with it. Put it in their faces.
[ ] Poorly promotes sweepstakes and promotions. Smart contest enterers know which promotions to enter – the ones that are nearly invisible in the marketplace – because they will have a better chance to win with such a low entry rate. If you are going to run a promotion, give it enough air to fly. On pack promotions are often invisible.