Advertising Myths

There are three myths advertising myths in the industry :

1. Word-of-Mouth Advertising
2.Creative and Clever Advertising
3.Self-Made Advertising

WORD - OF - MOUTH ADVERTISING

"You can rely on word-of-mouth advertising."

This is usually an excuse to not invest in advertising rather than a good way to gain customers. Passive word of mouth is always ineffective.

Happy customers tell an average of 0.7 other people if they have had a positive experience with you. Unhappy customers tell 11 to 20 other people.

Word-of-mouth advertising can be made to work, but it requires discipline and a programmatic effort:
Ask customers for referrals.
Make it easy for them-give them brochures, flyers, samples, or whatever it takes to make your case.
Then follow up.
Used in conjunction with other media, word of mouth can be extremely effective.

CREATIVE & CLEVER ADVERTISING

"Only highly creative and clever advertising works." Not true.

Clearly targeted and consistent advertising works. It does not have to be creative and clever. Some of the most effective promotions merely keep the name of a small business in the public's view-sponsoring a local team, running a consistent advertisement in the local paper, making sure to use the Yellow Pages. Nothing particularly creative or clever here, so it won't win prizes, but it works.

SELF MADE ADVERTISING

"You can save money by doing your own advertising" This is a bogus savings.

Ineffective advertising is expensive. Advertising that does work, that informs your markets honestly, accurately, and effectively, is worth its high initial costs. Professionals can put your message
together faster and make it more effective than you can-especially since you can tell them who your customers are, what and how and when & why they buy from you rather than from the Competition.